IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 2 (2011)

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http://hdl.handle.net/10437/10525

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Percorrer IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 2 (2011) por assunto "COMMUNICATION"

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    Marketing Communication 2.0: Leveraging Multimedia Brands through Social Media Networks
    (ISG, 2011) Baumann, Sabine
    Social technologies allow interactive personal communication with company stakeholders. Research on the adaptation of social media for branding and marketing communication is still in its early stages, as well as the development of implementing concepts and guidelines. The paper explores potentials and risks of adapting social media strategies for multi-media branding and marketing communication. Based on the analysis of changes in media usage it derives strategies how companies can integrate social media into their branding and marketing communication strategies. After thoroughly discussing opportunities and risks of different strategies, the paper closes with an outlook on upcoming trends.
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    Why Should Central Banks Communicate with Public? “Exposuring the Frame” vs. “Never Explain, Never Excuse”
    (ISG, 2011) Sen-Tasbasi, Asli; Koyu, Mesrutiyet; Mevkii, Kumbaba
    The ability of a central bank to affect the economy depends on its ability to influence market expectations about the future path of financial indicators. Effective communication with the public increases the transparency of monetary policy. Increased transparency improves the public’s understanding and support of monetary policy and the democratic accountability of the central bank, serving to convergence to the rational expectations equilibrium. The paper suggests that, in order to be able to build stable monetary markets against financial crises, communication should be considered as an integral part of the modern day monetary policy.