The interactivity and efficiency of modern advertising

Plamen Petrov ()
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Plamen Petrov: D. A. Tsenov Academy of Economics Svishtov

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2024, issue 1, 264-274

Abstract: Synergy between marketing tools implies that their combined use leads to a greater overall result than the sum of their individual effects. Therefore, a particular campaign may not be cost-effective, meaning that its results may not exceed the costs. Nevertheless, its implementation may be necessary to improve the overall effectiveness of other marketing tools. The purpose of the development is, through the use of marketing strategies, to report results that can be categorized into two main groups: the impact on the persons involved in market activities (such as consumers, competitors and external stakeholders) and changes in the company's results and assets.

Keywords: advertising; strategies; effectiveness (search for similar items in EconPapers)
JEL-codes: M0 M3 (search for similar items in EconPapers)
Date: 2024
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