Publication details
A General Concept of Designing and Executing a Communication Strategy
| Authors | |
|---|---|
| Year of publication | 2016 |
| Type | Article in Proceedings |
| Citation | |
| Keywords | marketing communication, communication strategy, communication campaign |
| Description | This paper deals with a new concept of designing a communication strategy. The approaches to marketing communication strategies went through a long process of evolution in the last few centuries. Nowadays, due to the big amount of marketing messages, the consumer might become resistant to them. Therefore, creating a successful communication strategy (or a campaign) is getting harder. As a consequence of this trend, a communication campaign design needs to be well thought and based on relevant data, just as it may require more sophisticated procedures than ever. The goal of this paper is to provide a general concept of designing a communication campaign, so that a marketer does not miss any of the important steps. |