INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON BUILDING BRAND AWARENESS OF MACRO, SMALL AND MEDIUMSIZED ENTERPRISES IN THE REPUBLIC OF NORTH MACEDONIA
Journal Title: Journal L`Association 1901 SEPIKE - Year 2019, Vol 1, Issue 24
Abstract
Nowadays, in the modern marketing, there is a great impact on changing marketing strategies and conceiving new, more innovative strategies that will help enterprises to attract and retain consumers' attention. This is happening as a result of media fragmentation, smaller influence from advertisement, greater competitiveness and need of bigger differentiation, digitalization, greater consumers' expectations and changes in environment. Phenomenon of Integrated Marketing Communications (hereinafter – IMC) in the last decade is valued a lot in the field of marketing communications in the XXI century. IMC points needs of coordination and synergy of different marketing communicational tools and channels that will have influence on building stronger brand. The main goal of our research is to study and examine IMC influence in building stranger brand among micro-, small and medium-sized enterprises, because they are the main engine of the economy in the Republic of North Macedonia.
Authors and Affiliations
Snezana Obednikovska, Kosta Sotiroski, Verica Najdovska
Keywords
Related Articles
- EP ID EP608138
- DOI -
- Views 127
- Downloads 0
Social media advertising in banking sector in Georgia
Media is influencing all sector, especially banking (Andriole, 2010). The media involvement into creation of the advertising campaign of the banking sector of Georgia, the results of cooperation and consumer reactions ha...
KORSCHIAN INDUSTRIAL AUTONOMY: ANALYSES AND CRITICISM
The deep distinction between classes was the inspiration for Karl Korsch to work on a new national economic system, which would decrease dissatisfaction between consumer and producer. The model of his economic system is...
PECULIARITIES OF THE SPEECH THERAPIST'S TRAINING FOR THE PROFESSIONAL ACTIVITY IN THE RURAL AREAS
The author of the article analyzes the problems associated with provision of educational institutions in the countryside by such specialists as speech therapists. Factors that do not contribute to an effective rural educ...
THE ROLE OF ELECTRONIC PORTFOLIOS IN LEARNER-CENTERED TEACHING AND ALTERNATIVE ASSESSMENT IN ENGLISH AS A FOREIGN LANGUAGE
The aim of the study is to analyze the role of electronic portfolios in learner centered teaching and assessment. The implementation of electronic portfolios in the process of EFL teaching is discussed via learner-center...
RESEARCH ON THE EVALUATION OF INNOVATION CAPABILITY OF INDUSTRIAL ENTERPRISES IN CHINA'S PROVINCES BASED ON FACTOR ANALYSIS AND CLUSTER ANALYSIS
Through the creation of 4 primary indicators "contribution of innovation", "result of innovation" and "innovation of the internal and external environment" and 11 secondary indicators, a system of assessment indices was...