An analysis of integrated marketing communication in the advertisement of the biggest e-commerce companies in Kazakhstan.

Kumarbekova Aknur (2021) An analysis of integrated marketing communication in the advertisement of the biggest e-commerce companies in Kazakhstan. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis analyses Integrated Marketing Communication’s effect in advertisements and presents general advertising characteristics by the two biggest e-commerce companies in Kazakhstan. Moreover, it describes the impact of Chocofamily’s shocking advertising on public opinion and how well local people are aware of these businesses. Another purpose of this paper was to demonstrate how the introduction of IMC would benefit other Kazakhstani companies. This paper employs a quantitative and qualitative approach, with a questionnaire and an interview serving as the analysis instruments. A total of 128 people agreed to fill out the questionnaire. The researcher conducted an interview with Chocofamily official authority in order to provide an in-depth summary. The findings from this research show that it is beneficial to implement IMC to attract the target audience through various channels, and it brings a competitive advantage among other companies. In conclusion, advertisements from both firms are appropriate; however, shocking advertising promotions are unacceptable for Kazakhstani society.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertisements, channels of communication, consumer awareness, integrated marketing communications, Kazakhstan, shocking advertising
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Szep. 22. 09:09
Utolsó módosítás:	2021. Szep. 22. 09:09

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