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Copyright of Accounting & Financial Studies Journal is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Regardless of the value of the products sold, marketing activities are an integral part of running a business. Without proper marketing, the business will not be able to achieve optimal sales. Today's businesses must incorporate marketing and business activities into their overall strategy for success. This is due to the fact that modern business attaches great importance to integrated marketing communications. Some businesses use a combination of ineffective and inefficient marketing communications that do not communicate their message properly to potential buyers or consumers. This results in a constant need for remarketing efforts by businesses to reach their intended audience. This study used a case study approach to collect data. It uses interviews with medium and small business owners to gather information regarding the importance of integrated marketing communications. In addition, he took inspiration from other research to gather information on the advertising strategies and approaches of Whole Milk SMEs. Upon completion, this study demonstrates the important role of integrated marketing communications in Whole Milk SMEs. It also reveals what marketing strategies Pure Milk SMEs are using and how they plan to further promote their brands. [ABSTRACT FROM AUTHOR]

The current state of the economy of Ukraine forces businesses to take measures to reduce the impact of existing factors of the changing environment on the activities of the enterprise, by reviewing the implemented marketing strategy. The article defines the system characteristics inherent in the concept of “digital marketing”. The key factors influencing the performance of a company that promotes goods (services) on social networks are listed. Based on the results of the study, the feasibility of using digital marketing as a tool to promote goods and services on social networks is substantiated. The necessity of following the rules of promotion of goods (services) in social networks is given and substantiated, the obligatory consideration of which should be the basis for the formation of business strategy of a business developing in a digital economy: omnichannel; identification of key performance indicators (KRIs); personalization; availability of online commerce on social networks digital digital marketing technologies should be comparable to the demands and needs of the target audience; consumer experience vs influencer advice. The list of key performance indicators (KPIs) that should be monitored and used by marketers when promoting goods (services) on social networks is proposed to consider the following indicators. Depending on the type of business and target audience, a set of models that marketers use when building communication strategies is defined. The mechanism of development and implementation of the strategy of integrated digital marketing communications is built. Based on the allocation of system characteristics and digital marketing tools, following the outlined rules of promotion of goods (services) in social networks, he is able to implement the procedure of translating management strategy into a regular process. To do this, it is necessary to build a model of a coherent digital marketing strategy and communication strategy. As a result, this will affect the effectiveness of the strategy of integrated digital marketing communications. [ABSTRACT FROM AUTHOR]

Purpose: The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion. Design/methodology/approach: Knowledge needed for this study was generated from a case study of a global company, operating a decentralized organizational structure in the health-care industry. Findings: Thirty semi-structured interviews were performed with marketing employees and management. This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities. Research limitations/implications: Thematic analysis generated three integration areas: efficiency, consistency and relationship. Practical implications: The information generated from this research paper should assist managers when attempting to implement an integrated approach to marketing communications. Social implications: As IMC is intertwined with the concept of strategy, if it is implemented as a strategic process; similar social influences are relevant for strategic IMC implementation. Originality/value: This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities. [ABSTRACT FROM AUTHOR]

The article reports on the concept of social marketing and the idea of using social marketing for social change and social good. Topics discussed including social change, social policies, integrated marketing, and theory of social marketing in various governmental or non-governmental industries. Role of stakeholders, business enterprises, and health programmes in the development of social marketing is also discussed. However, there is also criticism of social marketing for too much stretched defined marketing.

New media, especially social networks, are a pillar of the innovation process at the company level. Although many studies focus on the negative way in which social networks affect innovation, in the corporate environment, media is an essential tool that can determine a company's business innovation model. The purpose of this paper is to analyze how new media can be used to promote innovation in the corporate landscape. Thus, the paper investigates the connection between integrated marketing communication and the strategy of social networks in the innovation process, based on the agreement of strategies adaptability, as well as the moderating results of the management diversity. In this context, we study both the way in which the media affects the innovation process at the company level, as well as the positive influence of new media in the innovation process. Thus, the conclusion of this study is represented by the fact that social networks support the innovation process when the social factor is integrated into the daily activities of a company. Also, the choice of a communication channel meant to highlight the marketing strategies at the level of a company is essential. In other words, the right social media tools can integrate an organization's goals and strategies in order to capitalize on its target audience. [ABSTRACT FROM AUTHOR]

The current state of Ukraine's economy is characterized by increased competition and the growing influence of marketing innovation on economic growth. The impact of the innovative marketing components on increasing the competitiveness of the enterprise is considered in the article, also the essence of marketing in innovation management is revealed. Such economic categories as "innovation", "innovation policy", "innovation marketing" are analyzed in the article, their role and importance in the economic activity of enterprises are identified. The influence of the components of innovative marketing on the efficiency of the general activity of the enterprise, optimization of its production process and increase of the profitability of the enterprise are also determined. At present, enterprises are facing the need to update the technological base of production, improve the quality of products produced in order to expand markets. This can be achieved through an active innovation policy and through the use of elements of innovative marketing at the enterprise. Research of the market of new production is necessary for revealing the consumers' needs on the basis of which the new image of a product can be created. It is for these purposes that it is necessary to use the components of innovative marketing, which is a special kind of purposeful creative activity for the continuous implementation of quality improvement of marketing products and tools. When developing a market strategy in domestic practice usually two types of marketing are used: product, focused on a particular product or service; consumer, focused on a group of consumers and integrated marketing, focused on both product and consumer. Each of these types of marketing is aimed at one of the two components of the sales process: the product or its buyer. In both cases, the manufacturer is at risk. Producer can make a product that it is unknown who will buy, or find a consumer, but will not be able to meet his/her requests and sell the product. Due to the active innovation policy and the use of elements of innovative marketing, enterprises can achieve renewal of the technological base of production, improve the quality of products produced in order to expand markets. [ABSTRACT FROM AUTHOR]

The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online communications. From the standpoint of their purpose, sites represent different types of social media that make it easier for their users to communicate and exchange multimedia information with each other. Websites are viewed as marketing communication channels that use certain methods to promote business activities. This raises the problem of integrating promotion channels into a single marketing communications system. The paper is devoted to the analysis of methods of promoting business activities of enterprises using social media sites and their systematization to create integrated marketing communications. We have classified websites according to the role they can play in integrated business promotion. It has been established that one should highlight the official sites of an enterprise promoting its business activities and the sites used to obtain information services. Many enterprises have two official websites: a representative one for presenting their business activities and a transactional one for e-commerce. The developers of information services sites are their owners, for whom the provision of these services constitutes the content of their business activity. These sites include social media supporting email, social networks, blogs, instant messengers. The analysis of the main methods of promotion in various social media is carried out. It allows one to establish the necessary logical connections between the promotion processes through various communication channels for their integration into a single system. [ABSTRACT FROM AUTHOR]

Integrated marketing communication (IMC) has attracted the interest of marketing and management scholars since it was first introduced. A theoretical debate on definitional and measurement issues has also been growing. Thanks to the benefits that IMC can offer organizations, it is interesting to study it with regards to the higher education (HE) environment since higher education institutions (HEIs) have been focusing on the potential of different and new ways of communication and their integration. The purpose of this paper is twofold: first, to explore the concept of IMC in HE. And second, to present a tool that measures the level of integration of marketing and communication achieved in the HE context in a non-English speaking country, while also considering different perceptions in the same organization. The methodology of this paper is based on a multi-stage research design adopting qualitative and quantitative approaches. The main contributions are a reliable and valid adaptation of a tool that measures the level of IMC in a set of selected HEIs and a proposal of five dimensions that explain IMC in HE context. This will help to build a more robust theoretical body of knowledge regarding not only IMC but also higher education marketing (HEM). [ABSTRACT FROM AUTHOR]

Copyright of Polish Journal of Management Studies is the property of Czestochowa University of Technology, Faculty of Management and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis of 10 essays that were published by Campaign magazine in December 2010 by high-profile practitioners under the heading of ‘What's Next in Integration’. The findings indicate that there are differences in the perception of academics and practitioners on IMC, mainly in the area of internal audiences and its strategic role within an organisation. These findings are of interest to academics, clients, and agencies, as these areas of misunderstanding may be acting as a barrier to IMC implementation. This research identifies significant differences in how IMC is perceived by academics and practitioners in the advertising industry. This identification is important because organisations can only benefit from IMC fully if there is a common understanding across clients, agencies, and academics of what it is and how it works. Misunderstandings can create barriers to full implementation, and it is the responsibility of the industry as a whole to address this and enable meaningful dialogue to take place and progress to be made. [ABSTRACT FROM PUBLISHER]

The article discusses issues and solutions facing Chief Marketing officers (CMOs) regarding silos. In this article a silo, which for a farmer means a tall, sealed, cylindrically-shaped container which holds commodities, is a metaphor for an self-contained organizational unit with their own management team within a larger business enterprise. Silos for a large company like General Motors (GM) can be product silos or country silos. Other marketing topics that CMOs face include misallocated marketing resources, clarity and linkage missing from silo-spanning offerings, and weakened marketing management competence.

We investigated the incidence and nature of integrated marketing communications (IMC) evident in the advertising of products over time and across product classifications for services versus physical goods. Our goal was to shed light on the use of IMC in practice vis-á-vis its theoretical relevance in the advertising and business literature. Using a framework by Nowak and Phelps (1994), we examined IMC utilization by service organizations and physical goods manufacturers at the tactical (advertisement) level over five time periods spanning 20 years. Results indicate that IMC is a reality among both services ads and physical goods ads, yet its incidence has not increased significantly over this time frame. Differences exist when product types are compared, although there appears to be much room for further and more enlightened adoption of IMC principles within advertising vehicles. [ABSTRACT FROM AUTHOR]

The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4P's emanating from five "traditional" marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing -and the emerging field of Electronic Marketing. The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model's internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today's and tomorrow's marketer. [ABSTRACT FROM AUTHOR]

This paper presents integrated marketing communication (IMC) and brand identity as critical components of the firm's brand equity strategy. Specifically, the authors provide a brand equity strategy schematic that details (1) the role of IMC in creating and maintaining brand equity, and (2) the role of brand identity in informing, guiding, and helping to develop, nurture, and implement the firm's overall IMC strategy. The authors also present a conceptual framework with testable research propositions toward IMC theory development. Finally, a discussion of implications for academics and practitioners is provided, and opportunities for future qualitative and quantitative research are suggested. [ABSTRACT FROM AUTHOR]

Practitioners perpetually question whether they are spending the right amount of money on the right marketing activities to optimize sales, profitability, brand equity, and shareholder value. This perennial problem is perhaps even more salient today, as organizations increasingly begin to recognize the value of intangible assets and question the extent to which marketing should be viewed as an investment (as opposed to an expense). This paper introduces the notion of brand capability within a tangible-intangible asset valuation framework. Specifically, a model is developed to assess the impact of integrated marketing communication on brand equity by leveraging capability-enhancing marketing expenses to economic values through the use of specific combinations of expense-leveraged value indices. [ABSTRACT FROM AUTHOR]

Synergy is a concept that many communication professionals believe in, but demonstrating synergy effects in the laboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test the existence of different synergy effects as well as to compare the information-processing model of synergy with that of repetition. As a result, television-Web synergy leads to significantly higher attention, higher perceived message credibility, and a greater number of total and positive thoughts than did repetition. Also, people under synergistic conditions formed brand attitudes through the central processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are discussed. [ABSTRACT FROM AUTHOR]

It is frequently assumed by marketing practitioners that ad effectiveness could be substantially improved by publicity surrounding advertising campaigns. This assumption was empirically tested by examining the effects of Super Bowl advertising campaign information in news stories on consumers' memory of the subsequent ads. Synergy between two promotional tools--marketing publicity and advertising--was detected. Previous advertising research has explained, to a degree, why some ads are better recalled from the crowded pool of ads. The present study suggests pre-advertising publicity about an ad campaign is another consideration. Such publicity could be an effective tool in integrated marketing communication (IMC). [ABSTRACT FROM AUTHOR]

This literature-based paper is concerned with the range of marketing in general and the world of marketing practice in particular. It notes the historical nature of much reflection on marketing, shifts to the characteristics of modern marketing management and then turns to the Ancients. The emergence and subsequent ebb and flow of rhetoric are covered briefly and then the case is argued that rhetoric should be a core concept for understanding and enhancing marketing practice. The location of rhetoric in the critical literature is acknowledged but the primary knowledge claim is that rhetoric as a framing device and as an instrument for managerial action is central to a full appreciation of marketing reality [ABSTRACT FROM AUTHOR]

One difficult challenge for marketers is the large, diverse means of communication and communication options that are available to support their brands (e.g. TV, print, and interactive advertising; trade and consumer promotions; arts, sports, and cause sponsorships; etc.). Consequently, marketers must understand what various marketing communication options have to offer and how they should be combined to optimize their marketing communications programs. Towards that goal, this paper considers issues in how to develop, implement, and evaluate an integrated marketing communication program. Specifically, to provide micro perspectives — especially relevant for academic research — we introduce the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation). To provide macro perspectives — especially relevant for managerial planning — we provide criteria as to how integrated marketing communication programs can be designed and evaluated as a whole (i.e. according to coverage, contribution, commonality, complementarity, robustness, and cost considerations). We also describe how the two perspectives relate and conclude by discussing theoretical and managerial implications and outlining future research directions. [ABSTRACT FROM AUTHOR]

"Buy domestic" promotions in various countries often urge citizens to help domestic workers whose jobs are threatened by imports. To explain why purchasers might engage in buy domestic purchase activities, the authors develop and test a model that features six explanatory constructs drawn from previous behavioral research about why people help distressed victims. The authors use multiple-group structural equation analysis of survey data from Portugal and the United States to test the model. The results strongly support the model and are quite consistent for both nations. In both nations, supportive purchase-related behavior increases as purchasers feel competent to help; believe that the threat from imports is salient; perceive social influences that support helping; hold values that derogate foreigners but support domestic citizens; and, for the United States only, perceive lower personal costs of helping. These findings suggest implications for buy domestic promotions. [ABSTRACT FROM AUTHOR]

The purpose of this article is to present a composition model of the marketing instruments, demonstrating the implementation complexity of the principle of integrated impact on the market. The basic premise for attempting to construct such a model is, predominant in the literature, the superficiality of the interpretation of the concept of "marketing - mix" as a benchmark model of market impact instruments. This is evidenced, among other things, by the difficult to accept abstraction from the diversity of nature of the different groups of marketing instruments in terms of the requirements of strategic and operational management. [ABSTRACT FROM AUTHOR]

This article presents empirical research findings on the use of direct marketing by a representative sample of UK financial services institutions. A number of similarities and differences between banks, building societies and insurance companies are identified in relation to direct marketing programmes and the use of particular direct marketing techniques. While acknowledging some exceptions the research concludes that there is scope for a greater appreciation of the strategic value and workings of direct marketing. Institutions could usefully focus attention on achieving fuller integration of direct marketing with other marketing and communication activities and securing improvements in testing, database quality and timing. [ABSTRACT FROM AUTHOR]

The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s. [ABSTRACT FROM AUTHOR]

This paper initially attempts conceptually to integrate marketing into the total innovation process within high technology small firms. It is argued that an understanding of marketing problems can only be achieved when viewed in terms of other preceding stages in the innovation cycle, of which marketing is a key final act. The subsequent presentation of evidence from two recent research studies indicates that marketing has been neglected in a surprising number of the high technology small firms studied, in which there was a considerable reliance on unsolicited orders as a reactive form of selling. It is argued that this lack of marketing vigour is partly caused by a shortage of human and financial resources which frequently stem from expensive earlier stages in the innovation cycle (e.g. R&D). It is concluded that vigorous marketing would increase output and growth in several of the currently reactive instances. Thus, the paper concludes with suggestions for a more pro-active policy on the part of government agencies towards the promotion of sales growth in these currently inactive high technology small enterprises. [ABSTRACT FROM AUTHOR]

This article examines the potential contribution and implementational problems of developing marketing planning as a means to increase the marketing orientation of a company. It draws on the experience gained from a two year involvement in the design and implementation of a planning system for a large manufacturer, and reviews some of the literature on marketing and strategic planning. The focus is on the problems of managing the interface between strategic and marketing management, and the important role played by marketing information, the Chief Marketing Executive and the planning function in achieving effective and integrated strategic marketing planning. [ABSTRACT FROM AUTHOR]

This paper presents a unifying framework for the analysis of distribution channels which encompasses both economic and sociopolitical determinants of channel member behavior and provides a suitable departure point for comparative work. The framework integrates present approaches to the study of marketing channels and provides an essential, but heretofore missing, basis for comprehensive empirical research in the area. [ABSTRACT FROM AUTHOR]

The article discusses experimental and theoretical concepts, ideas, and models in marketing. One method explored is an integrated approach to marketing management called Total Performance Measurement (TPM). The system combines customer satisfaction, profitability, employee attitudes, and social impact. It is designed to provide more accurate indicators of overall performance in all service delivery areas. Another proposal is for an assorted brand approach as the dependent variable in marketing studies. A concept for marketing research employing different concepts of product development is also discussed.

The article reports on the development of an integrated marketing plan formulated by land developers. The author focuses on analyzing case studies in which marketing personnel was brought into a project early in order to steer the marketing strategy in the right direction. In many cases the marketing director works with the land developer during the planning stages of construction. The marketing representative then prepares a presentation for the financial lender detailing the economic and financial aspects of the project. The marketing representative is also responsible for planning and executing the advertising campaigns that are used to sell homes. The author proposes that retaining a marketing manager facilitates team coordination.

The author reports on changes which have occurred in marketing regarding visual design and the way in which these changes have impacted both customers and designers. Concerns which marketers have regarding the way change in visual design impact their customers are discussed. The way in which marketers are using criteria as a guideline in developing marketing is mentioned. The way in which this research has lead to marketing principles which are used in the planning and execution of marketing strategies is discussed.

The visual complexity of magazine ads was found to be positively related to looking time in all set conditions. Under an ‘advertising study’ set, ads looked at longer were better remembered, while under a ‘perception study’ set, ads looked at longer were poorly remembered. [ABSTRACT FROM AUTHOR]

How can marketing management better evaluate the effects of in-store conditions on sales while not ignoring the primary catalyst the consumer? This article reports a study designed to obtain shopper and in-store information from the same research design. Such a design permits a measurement of the interaction between in-store and shopper characteristics as they affect sales. [ABSTRACT FROM AUTHOR]

A number of large companies already have marketing intelligence departments, and others are planning to activate them. What lies behind this recent development in marketing management? What is meant by "marketing intelligence"? How does a company organize for it, and what benefits may be derived from it? Here is the rational behind this new staff function of business. [ABSTRACT FROM AUTHOR]

The supposed antithesis of credit and marketing management has hindered the development and integration of both. Through the application of newer concepts of management to credit management, the author believes that ways are open for achievement of broader marketing objectives. [ABSTRACT FROM AUTHOR]

The article discusses management's critical examination of the marketing process and the interdependence of the many factors that should play into marketing analysis, research, and planning. The author differentiates between two perspectives, looking at consumer interests, buying and motives, as well as selling activities and marketing channels. The article presents several case histories, presenting the purpose of the study, their weaknesses, and the inclusion or oversight of dependent factors that may have influenced the results. The author advocates for integrated marketing analysis, as its results justify the cost. The author presents several arguments for a more scientific study of marketing, seeing real results and profits in business.

The aim of the paper is to present a case study on the marketing of lifelong learning programmes. The first part explores the concept of Integrated Marketing Communication from a theoretical perspective. In the second part, some general aspects regarding lifelong learning are analyzed. Finally, we illustrate how these two concepts were materialized in an implemented project. [ABSTRACT FROM AUTHOR]

Although integrated marketing communication (IMC) has progressed towards mid-range maturity level, its full-scale adoption has been impeded by a lack of consensus on its defining constructs. The purpose of this study is to move from abstraction to define the construct of strategic integration (SI) and develop this into a management tool, thus making an important contribution to both the theory and practice of IMC. Drawing from both IMC and strategic management literature, the construct of SI is operationalised into a number of key factors and a well-cited management model, Fuchs' ‘integration valuator’ is explored as the starting point of a measurement tool for IMC. To do this, a Delphi study invites the scrutiny of an expert panel of world-leading IMC researchers and practitioners. The panel validated the model construction process, redefined overarching constructs and key factors with a high degree of consensus, supported a process measure, suggested a weighted evaluation measure and recognised the importance of developing such a measure. They delivered clear and consistent imperatives guiding model development. The result is a measure of SI that evaluates organisational proficiency and diagnoses the integration of IMC campaigns. It also advances theory by providing a better understanding of the construct of SI. [ABSTRACT FROM PUBLISHER]

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional marketing strategies associated with the success of wellknown brands in the past are losing their relevance in the current context. There is the need to identify and understand modern trends and their implications to marketing strategy development. In light of this, this study examines fourteen (14) fundamental 'game changing' trends that are poised to impact the traditional practices and perceptions associated with marketing at the operational and strategic levels. The study presents the trends under three categories, the invasive role of technology, data, and social media, alongside looking at their impact on contemporary marketing. Each trend has been identified and analyzed based on in-depth interviews with industry experts as the primary source of data. Relevant data has also been given to present a holistic perspective on each trend. [ABSTRACT FROM AUTHOR]

The term unconventional marketing refers to a set of alternative approaches for organizations to carry out communications strategies. Among these approaches, street marketing is particularly suited to targeting consumers as they navigate urban areas. However, engaging in street marketing can also expose advertising agencies and their clients to the potential risk of legal entanglements concerning the utilization of common goods for matters of marketing communication. Based on a study conducted with 10 agencies and 5 advertisers, this article highlights how companies attempt to circumvent the law, revealing three major elements that agencies and advertisers mobilize while making the decision to do so, as well as details of how they get around the rules and manage the risks and costs of breaking them. [ABSTRACT FROM PUBLISHER]

Marketing concept is an integral part of corporate business policy that is focused on meeting the needs, expectations and desires of consumers. The creation of this concept is conditioned by the objective conditions of work, the competition and the increasing role and importance of consumers in the purchase. The exact scientific terms most effective promotional techniques that improve penetration competitive advantage and profitability of companies: technique Above The Line (ATL), a technique Below The Line (BTL), a technique Through The Line (TTL). Every successful company in it's marketing plan to integrate these techniques. In this scientific paper on the subject will be analyzed effectiveness of the use of promotional marketing techniques through which companies, ie mobile operators in the Republic. Macedonia established communication with customers who are key moments when choosing a product or service, or channels of information are most effective for clients, or that is what will attract them to use a particular product / service. [ABSTRACT FROM AUTHOR]