Az országmárka-kommunikáció lehetséges eszközei és csoportosításuk a POE-modell alapján
Journal Title: ME.dok - MÉDIA–TÖRTÉNET–KOMMUNIKÁCIÓ - Year 2018, Vol 0, Issue 4
Abstract
(Possible Resources of theCountry Brand-Communication and its Classifi cations Based on the POE Model) The number of marketing communication tools and channels is steadily increasing – in addition, this growth has been accelerated since the emergence of Internet and social media. On the one hand, there is an increasing dilemma of which tools one should choose from the options, and on the other hand, the (material, human and time) resources devoted to this are limited. This is valid both for the marketing communications of ’classic’ tools, services and countries. This article attempts to present the variety of available options with the help of the POE (paid, owned, earned) model, and describe their advantages and disadvantages. The novelty of the study is that it focuses on a review of country communication campaigns and initiatives. As a result of the analysis, all marketing communication tools supporting country branding are placed in a summary table, which may also facilitate the work of academics and practitioners in the fi eld.
Authors and Affiliations
Árpád Papp-Váry, Máté Farkas
Keywords
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- EP ID EP425176
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