ON THE VALUE FOR CONSUMERS IN INSTRUMENTS OF ADVERTISING AND PUBLIC RELATIONS
Marek Prymon
Pagini: 243-252
Publicat: 15 Sep 2015
Vizualizări: 3,086
Descărcări: 678
Rezumat: The purpose of this article is to present the results of studies on practical role of value for consumers, as a content of company's communication in the market. The main thesis is that communicational instruments are not only the vehicle to transfer the value for consumers, but the very instruments represent specific practical values. In the first part of this article some analysis of potential values of advertising and public relations are presented. In the next part, the author, on the basis of empirical data, shows how value for consumers dictates global trends in mass advertising.
Cuvinte cheie: mass advertising, value for consumers, value based marketing, public relations
Citează acest articol: Marek Prymon. ON THE VALUE FOR CONSUMERS IN INSTRUMENTS OF ADVERTISING AND PUBLIC RELATIONS. Journal of International Scientific Publications: Economy & Business 9, 243-252 (2015). https://www.scientific-publications.net/en/article/1000987/
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