TV Infomercials kao sredstvo direktnog marketingau Bosni i Hercegovini
TV Infomercials as Direct Marekting Tool in Bosnia and Herzegovina

Summary/Abstract: TV infomercial as a direct marketing tool has been present in Bosnia and Herzegovina only over the past five to six years, although it has been present for a long time in developed countries. B-H consumers started gaining their first experiences with infomercials over “Teleshop” 30-minute TV programs broadcast on most public and commercial TV channels. The research is aimed at examining consumers’ knowledge of and views on TV infomercials as a marketing tool. Results show that TV infomercial has not been significantly accepted as a way of shopping among B-H consumers.

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