Successful Branding in Covert Virals : Communication Strategy and Communication Channel Synergy

Successful Branding in Covert Virals : Communication Strategy and Communication Channel Synergy

Purpose: The purpose of this study is to see what implications the new communication channel of Covert Virals has on acknowledged communication strategies and whether or not these strategies are still viable within Covert Virals.   Background: The term Covert Viral has been given to pieces of advert...

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Bibliographic Details
Main Authors: Jansson, Carl Oscar, Myhrman, Jens, Nordström, Michael
Format: Others
Language:English
Published: Högskolan i Jönköping, Internationella Handelshögskolan 2011
Subjects:
Covert Virals
Branding Strategies
Communication Channels
Advertising
Covert Marketing
Viral Marketing
Communication Strategy
Media Strategy
Generation Y
Business studies
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15676

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15676

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