Real-time marketing w strategii reklamowej włoskiej firmy Barilla
Real-time Marketing in Marketing Strategy of Barilla

Author(s): Magdalena Księcikowska
Subject(s): Language and Literature Studies, Media studies, Communication studies
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: real-time marketing; advertisement; advertising strategy; social media; Barilla
Summary/Abstract: The article discusses the country-of-origin marketing strategy of an Italian food company Barilla in the field of using real-time marketing in its social media advertising campaigns. The paper presents the main purpose and principal functions of this marketing tool and provides the analysis of visual and verbal aspects of the posts published in the company's social media pages (including the form, subject matter and linguistic aspects of the slogans contained in the promotional graphics).

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