The role of new advertising media in the promotional mix : Graduate paper

Razvojem interneta i digitalnih platformi promijenio se život svih ljudi, a jednako tako i načini oglašavanja i komunikacije s korisnicima. Oglašavanje na novim medijima postalo je svakodnevnica kako za velike tvrtke, tako i za mala poduzeća. Kako bi ostali u korak s vremenom, potrebno je neprestano pratiti trendove i inovacije i implementirati ih u svoju strategiju oglašavanja. Na primjeru branda „Dove“ zaključujemo kako tvrtke koje ulažu u online oglašavanje ostvaruju dobre rezultate, prepoznatljivost i lojalnost.With the development of the internet and digital platforms, the lives of all people have changed, as well the ways of advertising and communicating with users. Advertising in new media has become a daily task for both large companies and small businesses. To keep up with the development, you need to constantly monitor trends and innovations and implement them in your advertising strategy. Based on the example of the Dove brand, we conclude that companies investing in online advertising achieve good results, recognition and loyalty