THE USE OF ADVERTISING INSTRUMENTS IN THE ARMS AND MILITARY EQUIPMENT MARKET
Słowa kluczowe:
institutional markets, arms and military equipment market, market communication, promotion tools, advertisementAbstrakt
The specificity of the market of arms and military equipment, and above all its dependence on the political, legal, technological, economic and cultural conditions, impact on the way of conducting activities related to market communication, as well as the hierarchy of the employed instruments of promotion. The greatest use is made of direct communication, and a lesser role is played by instruments of mass communication such as advertising. Even though advertisements used in the arms market do not directly influence customer behaviour and purchasing decisions, yet they are crucial from the viewpoint of image and information, for example they enable showing the company and its products in a desirable light, or draw attention to some aspects of the functioning of the armaments sector (ensuring national/international security, obtaining advantages from international cooperation, creating employment, and technological development). The aim of the article was to establish the importance of adverts in the arms and military equipment market, as well as to identify the media and advertising styles used in them.
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