The Advertising and Firms: the Global Strategic Orientation

Penka Goranova ()
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Penka Goranova: Assoc. Prof. Dr.,"Tsenov Academy of Economics" Svishtov, Bulgaria

Chapter 07 in World Lumen Congress 2021, 2022, vol. 18, pp 63-70 from Editura Lumen

Abstract: Advertising has been around for a long time and dates back to ancient times. The main application of the advertisement was to emphasize the advantages and qualities of the goods offered, in order to encourage buyers to buy certain goods. Advertising has undergone various forms of modification over the years, especially with the advent of new technologies and modes of communication, but it remains a very important element of marketing. With the advancement of computer technology and the Internet, adventures have metamorphosed. E-commerce and Internet advertising are evolving, leading to new and innovative future advertising opportunities [1]. The purpose of the report is to present the main strategies for intensive advertising development globally, namely advertising aimed at increasing market share, new product in existing markets and developing advertising for entering new markets.

Keywords: advertising; internet advertising; strategies; development; markets (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2022
ISBN: 978-1-910129-33-3
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Persistent link: https://EconPapers.repec.org/RePEc:lum:prchap:18-07

DOI: 10.18662/lumproc/gidtp2022/07

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