SOME ASPECTS OF THE ROLE OF VISUAL IDENTITY IN THE SUCCESSFUL IMPLEMENTATION OF THE PROMOTIONAL STRATEGY

This paper wishes to emphasize the necessity and importance of the communicational capital of a business, in the midst of fierce competition and ‚bombarding' of all clients with a great deal of data through classical methods of advertising. The overcrowding of media channels with information about different products, the excessive advertising through classical methods (e.g. TV, radio, media) has led to a negative attitude of potential clients towards such items. Hence, a boomerang effect has occured as a result of the above-mentioned excess of advertising products and services. Furthermore, marketing specialists have come to the conclusion that the single promoting of a product through TV, radio, media will not make the consummer choose a certain product / service or a brand. But the integrated concept of communication will.