Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try...

Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also...

A crisis is any situation that threatens the integrity or reputation of a company. Public relations is the discipline which looks after reputation, with the aim of earning understanding, support and influencing opinion and behaviour. There have been several examples of public relations crises...

The recently development of the capital market intensified the investors attraction toward profit opportunities. The involvement on the capital market has become a widely used activity among all investors regardless their financial power. This has led to diversifying of the capital market, and...

This thesis presents the concept of advertising, its types and its use for promoting commercial enterprises. Advertising is regarded as a nonpersonal communication technique which implies the conveying of a persuasive message through mass-media, with the purpose of increasing the psychological...

The company sees its clients from a strategic point of view, approaching them as human beings and paying attention to their needs and preoccupations. The current marketers try to reach the mind and heart of the consumers. Most of them, the consumers seek for solutions to their anxieties on a...

International advertising can be better described as a multicultural advertising, because it passed national borders for a long time. In a greater or smaller extent, the world became the market of most of the corporations, either they have their headquarters in USA, or in other states. The key...