ADVERTISEMENT AND LIFE CYCLE OF TRANSPORT SERVICES

Svetla Tzvetkova ()
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Svetla Tzvetkova: University of National and World Economy, Bulgaria

Entrepreneurship, 2018, vol. 6, issue 1, 136-147

Abstract: The necessity for using the theory of the life cycle of transport services when planning transport firms’ advertising campaigns is determined by the fact that, in order to be effective, the advertisement has to be different through the various stages of the transport product’s life cycle. An ad campaign that is consistent with the stages of the life cycle will be more successful than a uniform statement about the offered transport services and their qualitative characteristics. After a certain period of time constant repetition is longer accepted by consumers and it will not be effective or achieve the goals set before it. The concept of the life cycle of transport services as a tool for planning helps the managers of transport firms determine the main marketing goals at every stage of the cycle and develop alternatives to marketing strategies.

Keywords: marketing of transport; effective advertisement; life cycle of transport services (search for similar items in EconPapers)
JEL-codes: R40 R41 R49 (search for similar items in EconPapers)
Date: 2018
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