{"id":1331,"date":"2023-12-27T16:50:43","date_gmt":"2023-12-27T16:50:43","guid":{"rendered":"https:\/\/suvremene-teme.vern.hr\/?p=1331"},"modified":"2023-12-27T17:52:46","modified_gmt":"2023-12-27T17:52:46","slug":"direktna-marketinska-komunikacija-promatrana-kroz-prizmu-supkultura-generacije-y-i-z","status":"publish","type":"post","link":"https:\/\/suvremene-teme.vern.hr\/en\/direktna-marketinska-komunikacija-promatrana-kroz-prizmu-supkultura-generacije-y-i-z\/","title":{"rendered":"Direct marketing communication through the lens of the Y and the Z generation subcultures"},"content":{"rendered":"<p>Pregledni rad: <a href=\"https:\/\/doi.org\/10.46917\/st.14.1.2\">https:\/\/doi.org\/10.46917\/st.14.1.2<\/a><\/p>\n\n\n\n<p>Making the right decisions about marketing communication is\nan important factor in market success. In order to gain and retain\nconsumers, companies invest significant efforts in understanding\ntheir needs and desires and in creating personalized offers and\ncommunication methods. Direct marketing communication has\nthe following characteristics: immediacy, adaptability, personalized\napproach, interactivity and measurability. The development of digital\nchannels leads to an expanded application of direct marketing\ncommunication, which is why today it includes direct and digital\nmarketing. Determinants of the subculture are briefly presented, which\nare observed through generational affiliation using the example of the Y\nand Z generations. A quantitative survey was conducted on a sample of\n200 respondents with the purpose of gaining insight into the attitudes\nof members of the Y and Z generations towards the selected tools of\ndirect marketing communication. The paper presents and interprets the\nresults of the similarities and differences in the respondents\u2019 attitudes,\nalso, the limitations of the research as well as recommendations for\nfuture research.\nKeywords: direct marketing communication, direct marketing, digital\nmarketing, subculture, Y and Z generation<\/p>\n\n\n\n<p><a href=\"https:\/\/suvremene-teme.vern.hr\/wp-content\/uploads\/2023\/12\/ST-2023_Direktna-marketinska-komunikacija.pdf\">Full article<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Making the right decisions about marketing communication is\nan important factor in market success. In order to gain and retain\nconsumers, companies invest significant efforts in understanding\ntheir needs and desires and in creating personalized offers and\ncommunication methods. Direct marketing communication has\nthe following characteristics: immediacy, adaptability, personalized\napproach, interactivity and measurability. The development of digital\nchannels leads to...<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[621],"tags":[641,642,643,644],"coauthors":[590],"class_list":["post-1331","post","type-post","status-publish","format-standard","hentry","category-621","tag-digitalni-marketing-supkultura","tag-direktna-marketinska-komunikacija","tag-direktni-marketing","tag-y-i-z-generacija"],"_links":{"self":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/comments?post=1331"}],"version-history":[{"count":4,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1331\/revisions"}],"predecessor-version":[{"id":1351,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/posts\/1331\/revisions\/1351"}],"wp:attachment":[{"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/media?parent=1331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/categories?post=1331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/tags?post=1331"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/suvremene-teme.vern.hr\/en\/wp-json\/wp\/v2\/coauthors?post=1331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}