Organizational Change Management and Innovation VII. Innovation in Advertising

被引：0

作者：

Popescu, Doina I. ^{[1
]}

Popa, Ion ^{[1
]}

机构：

[1] Acad Econ Studies, Bucharest, Romania

来源：

QUALITY-ACCESS TO SUCCESS | 2013年 / 14卷 / 133期

关键词：

innovation; advertising; corporate advertising; shock-advertising; viral marketing;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The paper presents the characteristics of the different mass media used in advertising and the necessity of choosing the appropriate advertising message. The concept of, "corporate" advertising is presented, which makes the communicating company, highlighting its importance as a management tool. The paper presents innovation in advertising through examples of company concerns embodied in the drawing up of promotional messages and of some creative, original and provocative advertising campaigns. Also, the concept of viral marketing is introduced, along with its advantages and limitations.

引用

页码：77 / 81

页数：5