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The Advertising and Firms: the Global Strategic Orientation

In: GIDTP 2022 - Globalization, Innovation and Development, Trends and Prospects 2022

Author

Listed:
  • Penka Goranova

    (Assoc. Prof. Dr.,"Tsenov Academy of Economics" Svishtov, Bulgaria)

Abstract

Advertising has been around for a long time and dates back to ancient times. The main application of the advertisement was to emphasize the advantages and qualities of the goods offered, in order to encourage buyers to buy certain goods. Advertising has undergone various forms of modification over the years, especially with the advent of new technologies and modes of communication, but it remains a very important element of marketing. With the advancement of computer technology and the Internet, adventures have metamorphosed. E-commerce and Internet advertising are evolving, leading to new and innovative future advertising opportunities [1]. The purpose of the report is to present the main strategies for intensive advertising development globally, namely advertising aimed at increasing market share, new product in existing markets and developing advertising for entering new markets.

Suggested Citation

  • Penka Goranova, 2022. "The Advertising and Firms: the Global Strategic Orientation," Book chapters-LUMEN Proceedings, in: Ioana PanagoreÈ› & Gabriel Gorghiu (ed.), GIDTP 2022 - Globalization, Innovation and Development, Trends and Prospects 2022, edition 1, volume 18, chapter 7, pages 63-70, Editura Lumen.
    • Handle: RePEc:lum:prchap:18-07
    DOI: https://doi.org/10.18662/lumproc/gidtp2022/07
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    More about this item

    Keywords

    advertising; internet advertising; strategies; development; markets;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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