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Public Relation Based Model Of Integrated Marketing Communications

Author

Listed:
  • Naumovska, Ljupka

    (University of Tourism and Management in Skopje, Macedonia)

  • Blazeska, Daliborka

    (University of Tourism and Management in Skopje, Macedonia)

Abstract

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements, emphasizing the role of other elements but advertising, with more personalized and interactive functions. One method for improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations. The practice of public relations tools can ensure higher level of transparency in internal and external organizational communications and thus can certify more effective marketing communication. The theoretical research is supported with qualitative research of business segment by conducting a detailed interview for the marketing communication practice.

Suggested Citation

  • Naumovska, Ljupka & Blazeska, Daliborka, 2016. "Public Relation Based Model Of Integrated Marketing Communications," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 7(2), pages 175-186.
    • Handle: RePEc:ris:utmsje:0184
    as

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    References listed on IDEAS

    as
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    2. Raluca Mogos Descotes & Véronique Pauwels-Delassus, 2015. "The impact of consumer resistance to brand substitution on brand relationship," Post-Print hal-01371865, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    promotion; advertising; communication; mix;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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