Global Trends in Advertising Campaigns – Integration of Social Media

Dindire Laura () and Munteanu Andreea ()
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Dindire Laura: „Constantin Brâncoveanu” University of Pitesti
Munteanu Andreea: “Constantin Brâncoveanu” University of Pitesti

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 605-609

Abstract: The paper does not aim to provide practical solutions but only to raise, within the academic community, the following questions: Are the current paradigms of promotional communication still valid? Does a crisis of knowledge intervene in this field? Are new paradigms necessary for instating new research customs able to provide new theories, models, research methods and a new image of this field? The paper thus aims to present the aspects which have determined us to raise these questions: the admission of new concepts, as Through the Line advertising, necessary due to communication hybrids which make the division of some promotion forms into the classical typology – ATL/BTL – impossible; the important mutations on the media market worldwide; the social media revolution, with spectacular results reflected in numbers and statistics; the emergence of global virtual communities with hundreds of million members worldwide, which generated an unprecedented interest of advertising investments in social media.

Keywords: social media; TTL advertising; brand awareness; word-of-mouth effect. (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:11:y:2011:i:1:p:605-609

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