UACS Collection of Abstracts 2011 - University American College ...

KeywordsJEL classificationimplications in the financial industry, mainly because the investments in thissector are still underdeveloped and also the current financial actors are notactive in the world financial markets. However the financial institutions’marketing communications is showing changes in the world and inMacedonia, too. With the monitoring of the world banks’ marketingcommunications, the main conclusion is the change in the communicationsapproach, especially in the message and in using the communications’channels. We used quantitative online research for this paper, covering allpresent and active banks with marketing communications in Macedonia.From eighteen banks, only ten had valuable marketing communications inthe last year, from which six have been participated in this research. Theresults are showing that the financial crises has influenced on changes in themessage approach, stressing the security and customer orientations, withemotional appeals of the banks’ marketing communications. The channeldistribution is not significantly changed as they were mainly using TV as amain media. Regarding the budget allocations main changes are in theproduct allocation, stressing the deposit products in the last year. Most ofthe banks had also decreased the marketing communications budget duringthe last year in 20‐30 percentages comparing with the previous year.banks’ marketing communications, financial crises, PR, Direct marketing,budget allocation, deposit and loan productsAuthor(s)Journal of paperappearanceConference of paperappearanceTitle of the paperAbstractKeywordsJEL classificationIlijana Petrovska, Ljupka Naumovska5 th International Conference on European Integration, University AmericanCollege Skopje, 20 May 2010Global marketing communication strategies after Lisbon TreatyThis paper is looking for an answer if the global marketing communicationstrategies are applicable for the EU market after the Lisbon Treaty, havingon mind that the most effective marketing communication appeal for aproduct may vary within different markets because of culture, social andeconomic differences. The differences of local markets in terms of needs,demands, competition and local regulations are essential for choosingproper marketing communications with targeted public. The final part ofthis paper is going to present results from a qualitative survey conductedon the business community in Macedonia, operating internationally withthe EU, too. The objective is to detect the link between the Lisbon Treatyafter implementation, as output of globalised Europe and developed globalmarketing communication as an output of fast globalised businesses.Lisbon Treaty, global marketing communication, local marketingcommunication, global, advertising, PR45