STRATEGIC ACTIONS IN ADVERTISING POLICY

Penka Goranova ()
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Penka Goranova: D.A. Tsenov Academy of Economics, Svishtov, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 529-540

Abstract: The formulation of advertising policy requires a precise and systematic analysis, as well as an evaluation of the possible variants with a combination of them, which will result in maximum economic effect at minimal cost of financial resources. This implies a close connection and dependence on the deliberate use of the advertising opportunities to influence specific groups of users in a company-preferred way.The main objective of advertising policy is "to influence the market to change the attitude and behavior of consumers to the brand and production of the company in order to turn them into customers of the company".To develop a successful advertising policy, it is necessary to build advertising teams that are integrated in advertising projects and to achieve a stable connection with information technologies. The purpose of the report is to present the strategic actions in conducting an advertising campaign in a leading company in the market of the food industry.

Keywords: strategies; advertising policy; tactics; advertising concept; promotion (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2020
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