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INNOVATIVE APPROACHES OF INTEGRATED COMMUNICATION CAMPAIGNS

INTRODUCTION A comprehensive communication strategy constitutes the basis of a communication campaign in the modern media landscape. Two-way communication consists of transmitting, receiving and processing of information which result in the established connection between a sender and a receiver 1 . This outcome demands an active perception of a particular message. However, communication noise and such factors as sender characteristics, context of social environment, relationship between source and receiver, receiver personal background and values as well as effects of a communication channel influence the way in which the message is interpreted and absorbed 2 . New challenges to communication have emerged recently with media fragmentation, the rise of the Internet and digitization of media. The variety of available channels and media outlets implies that the audience is fragmented and difficult to reach. This trend is even more evident on social media where audiences are scattered across numerous general and niche social networking sites. Moreover, technology has made it possible for individuals to use multi-functional devices, meaning that communicators have to engage their target groups through multiple portals like smartphones, smartwatches and tablets. Digitization has also equipped consumers with tools and software to block or filter advertising messages and provided them with unprecedented supply of information about brands and services 3 . With the Web being transformed into a social platform, individuals are wielding tremendous power by assuming the active role in the value creation process. To reach this type of customer, organizations need to expand the focus from