PROMOTIONAL ACTIVITIES - LINK IN THE CHAIN OF ACTIVITIES IN ACHIEVING COMPETITIVE ADVANTAGE

Today we are faced with time when it's no more enough to have a quality product that is priced better than the competition's one. At the same time this product has to find as much shorter and as much better 'way' to the customer. Advertising is a combination of different activities which denote an important segment in company business. It is important to note that all forms of advertising are not aimed to all customers, so it is very important to choose the most effective tool of advertising, i.e. the promotional massages has to be able to find the way to easily reach the target group of customers. Although the wood processing and furniture manufacturing industry is the major part of the Croatian wood industry presents the major part of Croatian industry, its share in total industry of Croatia, nor its consumption is not satisfactory. Since the printed media is still often used as promotional tool in promoting wood products, the aim of this paper was to present a stage of promotional activities of wood industry companies through printed media and television.