Abstract

Numerous changes from the economic and technological environment of financial institutions have led banks into innovating their products and services in order to adequately respond to new needs, i.e. the needs of new consumers, because together with the environment their needs and preferences are changed. Banks in Serbia according to the legislative framework have the possibility to perform various tasks. In practice, banks operating in Serbia offer certain groups of products and products that are difficult to differentiate. Today, with the aim of responding to the demand of more and more self-conscious consumers, the banks use the Internet or electronic banking as a modern channel for the distribution of banking services.

Lukovska banja je jedna od značajnijih banja u Srbiji, kada je u pitanju potencijal kojim raspolaže. Nažalost, kao i u brojnim drugim slučajevima turističkih destinacija iz Srbije, pre svega banja, ovaj potencijal nije dovoljno iskorišćen. U radu je predstavljena situaciona analiza, kao i marketing analiza Lukovske banje. Na osnovu situacione analize, kroz sagledavanje trenutne pozicije ove turističke destinacije, konkurencije, pretnji i šansi iz okruženja, urađen je pregled potencijalne marketing strategije, kao i moguće smernice budućeg razvoja. U tom cilju izvršeno je i primarno istraživanje u kom su učestovala 124 ispitanika u periodu od 01. 07. do 31. 07. 2017. godine u okviru kojeg je sprovedena analiza stavova

This paper examines how the conscious and unconscious non-verbal communication of public figures affects the shaping of attitudes and impressions of the audience. The widest audience forms an impression of public figures based on their media appearances. For the majority of citizens, the media is the primary source of information and a means by which they can indirectly meet prominent figures. Media-recognizable individuals from various professions appear in traditional media-in the press, on radio and television, as well as in new media. For these people, appearances in the media represent an opportunity for successful communication with the public. During these performances, public figures use their verbal and non-verbal communication to create an image of themselves and convey certain messages to a mass audience. Media performance can be seen as one of the most important forms of public performance. Every appearance in front of an audience is considered a public performance in a broader sense, while the specificity of media performance is reflected in the existence of numerous conditions related to the technical and technological characteristics of specific media. Non-verbal communication in media appearances often has a greater impact than verbal communication, because it is more difficult to control. That is why it is believed that this form of communication is more sincere and in this sense significantly affects the perception of public figures by the audience. A successful media appearance by public figures implies the harmony of verbal and non-verbal communication. The research was conducted to determine how much non-verbal communication of public figures affects the audience's opinion of them. Four figures from the public life of Serbia were chosen: actor Miloš Biković, singers Jelena Karleuša and Konstrakta, host and comedian Ivan Ivanović, sincerity, trust, as well as the impression of a person based on the way they dress. The importance of non-verbal communication is particularly reflected in the perception of sincerity and trust in public figures. The survey showed that respondents trust the singer Konstrakta the most, who is also considered the most honest. Her restraint, consistency, and distance in public speaking played a significant role in this research result. The research confirmed previous findings that the most positive impression is achieved by public figures whose non-verbal communication is in line with verbal communication.