A General Concept of Designing and Executing a Communication Strategy

DEMELOVÁ, Hana and Kristýna BÖHMOVÁ. A General Concept of Designing and Executing a Communication Strategy. Oxford: FLE Learning Ltd, 2016, 144 pp. ISBN 978-1-911185-02-4.

Basic information

Original name

A General Concept of Designing and Executing a Communication Strategy

Name in Czech

Obecná koncepce návrhu a realizace komunikační strategie

Authors

DEMELOVÁ, Hana and Kristýna BÖHMOVÁ

Edition

Oxford, 144 pp. 2016

Publisher

FLE Learning Ltd

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Other information

Type of outcome

Stať ve sborníku

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

ISBN

978-1-911185-02-4

Keywords (in Czech)

marketingová komunikace, komunikační strategie, komunikační kampaň

Keywords in English

marketing communication, communication strategy, communication campaign

Tags

International impact, Reviewed

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Abstract

V originále

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.