publication . Article . 2015

Social Media, Traditional Media and Marketing Communication of Public Relations: A Study of Banking Industry

Datis Khajeheian;
  • Published: 22 Jul 2015
  • Country: Denmark
Public relations are undertaking more important role in the marketing communication and advertising. The present paper reports a survey conducted in three Iranian banks’ public relations departments to understand how they use different media in their marketing communications and other related functions. A classification of public relations functions including fourteen functions in three categories has taken as research framework and by using a questionnaire, eight media have been asked to rank for each function, includes Television, Radio, Newspaper, Magazine, Classified Ads, Internet Websites, Social media and<br/>finally Mobile and SMS ads. Findings show that ...
free text keywords: Public Relations, Social Media, Marketing Communication, Iranian Banking Industry
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Article . 2015
Provider: VBN
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