ОСОБЕНОСТИ НА ПЪБЛИК РИЛЕЙШЪНС И НЕОБХОДИМОСТТА ИМ В ИЗГРАЖДАНЕТО НА КРЕАТИВЕН ДИАЛОГ НА ПИВОВАРНИТЕ КОМПАНИИ С ПУБЛИКИТЕ
FEATURES OF PR AND NEED THEIR CONSTRUCTION OF CREATIVE DIALOGUE OF COMPANIES BREWING WITH THE AUDIENCE

Summary/Abstract: IP specific communication technology builds a dialogue with the audience .Discovered the advantages of this communication tool, brewing companies increasingly include it in their application communication mix. Concern to the society and the occupation of social position attracts people's attention and makes it possible to gain their support and to create a sense of ownership in a particular cause. Consumer awareness for the active participation of companies in such initiatives creates favorable conditions for their development and gives an impulse to the public actively involved in campaigns undertaken. The management of IP communications requires professionalism and a good knowledge of the characteristics of IP technology for successful adaptation of corporate behavior towards behavioral psychology of consumers.

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