|Tipo di tesi||Tesi di laurea magistrale|
|Autore||MARINO, ROSSELLA LISA|
|Titolo||The Internationalisation Process. The importance of testimonials in advertising campaigns through Marina Rinaldi case study.|
|Titolo in inglese|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2017-10-18|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2057-10-18|
L’obiettivo di questo lavoro di tesi è mostrare l’importanza dei testimonial nelle campagne pubblicitarie, create dalle imprese che operano in mercati internazionali.
The purpose of this study is to investigate the essential role played by testimonials in advertising campaigns developed by companies operating in international markets. Focusing on the fashion industry, I explain how important it is for companies to choose celebrity testimonials that perfectly embody their values and enhance the corporate image, influencing customers’ behaviour and gaining their trust. In the I chapter I analyse the different stages of the internationalisation process undertaken by firms deciding to operate in foreign countries. I provide an overview of the main types of market entry modes, related to the risk and control firms want to have on the foreign markets. Then, I describe the different strategies of product and price, together with the types of channel distribution, which represent the link between producers and final customers. The II chapter deals with the corporate communication, which help organizations explain their mission, combine its many visions and values into a cohesive message. Analysing the key role of cultural dimensions in business negotiations, then I describe the traditional marketing strategies and the digital channels adopted by firms to interact with customers and build human relationships. Ultimately, the III chapter deals with the role of testimonials in advertising campaigns analysed through Marina Rinaldi case study. My intention here is to explain how the new methods of communication have brought to epochal changes in the fashion industry. As a matter of fact, the technological progress and the development of social media has led to a complete revolution in the way fashion industry operates, prompting changes in the way brands launch their new collections and communicate with their audience.