دور الإستراجية الإشهاية في دعم الإتصال التسويقي المكامل دراسة حالة لشكرة التأمين الجزائري La Caatغرداية

Résumé: This study came to highlight the status of the advertising strategy in supporting the integrated marketing communication LA CAAT at the level of the Algerian Insurance Company. Integrated marketing and dependent variable represented in the advertising strategy. The current study aimed to show the great role played by the advertising strategy in supporting integrated marketing communication and to answer the problematic of the study and test the validity of the hypotheses. We distributed a written questionnaire to a sample of its employees amounting to 30 individuals. In addition to conducting a series of interviews with its employees, this is to collect information and statistical data, which resulted in a number of results after analyzing and interpreting them, which are summarized below. 1/ The Algerian Insurance Company relies directly on the advertising strategy through its direct advertising using various advertising means in addition to a group of promotional and service activities. 2/ The Algerian Insurance Company applies the concept of integrated marketing communications in a remarkable way because it in constant contact with its customers, taking advantage of the means of the advertising strategy to consolidate its relations with its customers and enhance their confidence in them.

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