Технология за разработване на рекламното послание на фирмата
Company’s advertising message development technology

Summary/Abstract: The advertisement informs, reminds, influences over consumer’s perception. Some advertisements are designed in order to strengthen company reputation rather than to sell a specific product or service. Other advertisements are offered to consumers in order to direct their attention towards particular product or service. The trade policy aims at selling one or another commodity, increasing the profit, pushing out the competitive trademark from the market, while the advertising policy aims at expanding trademark’s popularity, increasing the share of addressed consumers who have a preference and loyalty to the trademark. The goal of this study is to present in theoretical aspect the adver­isement development technology and in practical aspect to present the role of the advertisement message for the success of the “Shoumensko pivo” trademark.

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