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ADVERTISEMENT AND LIFE CYCLE OF TRANSPORT SERVICES

SVETLA TZVETKOVA

 

Abstract

The necessity for using the theory of the life cycle of transport services when planning transport firms’ advertising campaigns is determined by the fact that, in order to be effective, the advertisement has to be different through the various stages of the transport product’s life cycle. An ad campaign that is consistent with the stages of the life cycle will be more successful than a uniform statement about the offered transport services and their qualitative characteristics. After a certain period of time constant repetition is longer accepted by consumers and it will not be effective or achieve the goals set before it.
The concept of the life cycle of transport services as a tool for planning helps the managers of transport firms determine the main marketing goals at every stage of the cycle and develop alternatives to marketing strategies.


Keywords

marketing of transport, effective advertisement, life cycle of transport services


JEL Codes: R40, R41, R49


References

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