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Integrated Advertising Campaign

Author

Listed:
  • Adina Claudia NEAMTU

    (Constantin Brancusi University, Romania)

  • Liviu NEAMTU

    (Constantin Brancusi University, Romania)

Abstract

Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features.

Suggested Citation

  • Adina Claudia NEAMTU & Liviu NEAMTU, 2010. "Integrated Advertising Campaign," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 25-36, June.
    • Handle: RePEc:cbu:jrnlec:y:2010:v:2:p:25-36
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