РЕКЛАМАТА В ИНСТРУМЕНТАРИУМА НА ИНТЕГРИРАНИТЕ МАРКЕТИНГОВИ КОМУНИКАЦИИ ЗА ИЗГРАЖДАНЕ НА БРАНД
ADVERTISING IN THE TOOLKIT OF THE INTEGRATED MARKETING COMMUNICATIONS FOR BRAND BUILDING

Author(s): Steliana Vasileva
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Public Relations; Integrated Marketing Communications (IMC); elements of the IMC concept; brand management; brand management
Summary/Abstract: Advertising, as an element of the Integrated Marketing Communications (IMC), deals with the question how companies can attract the attention of potential customers toward the brand, how to inform, persuade and motivate consumers in order to make a purchase. The purpose of advertising is to achieve an effective outcome as a result of its impact on the general public

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