Strategic approach to the planning of promotional activities
Commercial propaganda has a long history, it has been used for different purposes and for different goals, but its implementation has always achieved good results in influencing the target audience. Commercial propaganda is the "most visible" marketing activity of the company. In today...
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| Format: | Article |
| Language: | English |
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Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac
2019-01-01
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| Series: | Trendovi u Poslovanju |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2019/2334-816X1902110C.pdf |
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| _version_ | 1823859880373518336 |
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| author | Cogoljević Vladan |
| author_facet | Cogoljević Vladan |
| author_sort | Cogoljević Vladan |
| collection | DOAJ |
| description | Commercial propaganda has a long history, it has been used for different purposes and for different goals, but its implementation has always achieved good results in influencing the target audience. Commercial propaganda is the "most visible" marketing activity of the company. In today's market economy, a strategic approach to planning commercial propaganda as an instrument of the promotional mix is necessary. When planning propaganda activities, the starting point is to analyze the environment in which the company performs its business activity and the potential of the company, i.e. capabilities and limitations. Based on that analysis, it is possible to define the real goals of the company and therefore the marketing goals. The aim of this paper is to point out the importance of planning in commercial propaganda, which is manifested primarily in the elimination of spontaneity and influences the control of promotional activities. |
| format | Article |
| id | doaj-art-0462e2d16aaf48b08089f2a3c58a21a1 |
| institution | Kabale University |
| issn | 2334-816X 2334-8356 |
| language | English |
| publishDate | 2019-01-01 |
| publisher | Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac |
| record_format | Article |
| series | Trendovi u Poslovanju |
| spelling | doaj-art-0462e2d16aaf48b08089f2a3c58a21a12025-02-10T19:38:25ZengVisoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, KruševacTrendovi u Poslovanju2334-816X2334-83562019-01-01721101162334-816X1902110CStrategic approach to the planning of promotional activitiesCogoljević Vladan0Visoka škola za poslovnu ekonomiju i preduzetništvo, BeogradCommercial propaganda has a long history, it has been used for different purposes and for different goals, but its implementation has always achieved good results in influencing the target audience. Commercial propaganda is the "most visible" marketing activity of the company. In today's market economy, a strategic approach to planning commercial propaganda as an instrument of the promotional mix is necessary. When planning propaganda activities, the starting point is to analyze the environment in which the company performs its business activity and the potential of the company, i.e. capabilities and limitations. Based on that analysis, it is possible to define the real goals of the company and therefore the marketing goals. The aim of this paper is to point out the importance of planning in commercial propaganda, which is manifested primarily in the elimination of spontaneity and influences the control of promotional activities.https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2019/2334-816X1902110C.pdfintegrated marketing communicationspromotionmessagemedia |
| spellingShingle | Cogoljević Vladan Strategic approach to the planning of promotional activities Trendovi u Poslovanju integrated marketing communications promotion message media |
| title | Strategic approach to the planning of promotional activities |
| title_full | Strategic approach to the planning of promotional activities |
| title_fullStr | Strategic approach to the planning of promotional activities |
| title_full_unstemmed | Strategic approach to the planning of promotional activities |
| title_short | Strategic approach to the planning of promotional activities |
| title_sort | strategic approach to the planning of promotional activities |
| topic | integrated marketing communications promotion message media |
| url | https://scindeks-clanci.ceon.rs/data/pdf/2334-816X/2019/2334-816X1902110C.pdf |
| work_keys_str_mv | AT cogoljevicvladan strategicapproachtotheplanningofpromotionalactivities |