ИНТЕГРИРАНЕ НА ВРЪЗКИТЕ С ОБЩЕСТВЕНОСТТА С ОСТАНАЛИТЕ ЕЛЕМЕНТИ НА МАРКЕТИНГОВИТЕ КОМУНИКАЦИИ ПРЕЗ ПРИЗМАТА НА БРАНДИНГА
INTEGRATION OF PUBLIC RELATIONS WITH OTHER ELEMENTS OF MARKETING COMMUNICATIONS THROUGH THE PRISM OF BRANDING

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; branding
Summary/Abstract: Through public relations, as a part of the IMC concept, credibility to the messages of corporate brands is added, and as a result, advertising becomes more credible and sales promotions – more impactful. The achieved consistency of the messages and their concentration on the important, for the target audience, values create a positive brand image and fill the lack of trust in the brand

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