The Effects of the Environment on Public Relations and Advertising as Key Elements of Promotion Strategy in the Marketing Efforts (Conference presentation)

Balta Peltekoğlu, F./ Hürmeriç, P.

As the environment became an emerging issue in today’s world, businesses became aware of the importance of sustainability and environment and the relationship between the two concepts. Consumers, alongside businesses are becoming more and more aware of the limited resources. As consumers become conscious of the importance of the environment, businesses are forced to act sensitive about the matter. As a result of this, businesses, not only because of the sustainability reasons but also because of the sensitivity about the environment, are in the need of explaining their environmental approach to their stakeholders. In short, their promotional strategies are affected by the sensitivity about the environment. They use eco-friendly concept in their promotion strategies in order to show their sensitivity to their environment. Since both environment and environmental issues gained importance globally, businesses in Turkey have also started to give importance to those concepts and include them into their advertising and public relations activities as a part of the corporation’s promotional mix. In this study, businesses’ advertising and public relations efforts as a part of their promotional strategy will be evaluated according to their approach to the environment as an element of sustainability.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Marketing;Promotion;Public relations;Advertising;Sustainability;Εμπόριο;Προώθηση;Δημόσιες σχέσεις;Διαφήμιση;Βιωσιμότητα
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Appears in Collections:ICCMI (2012)

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