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- Title
Organizational Change Management and Innovation.
- Authors
POPESCU, Doina I.; POPA, Ion
- Abstract
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.
- Subjects
CHANGE management; MASS media; INSTITUTIONAL advertising; VIRAL marketing; ADVERTISING management
- Publication
Quality - Access to Success, 2013, Vol 14, Issue 133, p77
- ISSN
1582-2559
- Publication type
Article