The purpose of this paper is to stress the importance of promotional activities in advancing offers of travel agencies and their overall business profitability. More specifically, the paper examines elements of the promotional mix used by travel agencies when communicating with their customers;...

Facebook ads are widely used by companies around the world who spend significant budget on this promotional tool. We focus in this research on financial returns of Facebook ads designed towards reaching sales (conversions), particularly short-term profitability. The aim of this research is to...

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing...