آليات بناء الاستراتيجيات الابتكارية في المجال الاشهاري : اقتراح نموذج مصمم لمؤسسة اليد الذهبية -عنابة

الملخص EN

This study aims to set up an advertising strategy for the company "THE GOLDEN HAND" in order to clear the design of an advertising poster allowing the latter to identify itself, and to leave the anonymity of exposing its products and characteristics to the general public, and this by evoking the main concepts related to the variables of the study and have them projected on the ground.

In order to achieve the objectives of this study, we used the practical study method which allows the researcher to study the modes of work and reflection within any organization with the use of the descriptive method which promotes the transition from the field to the description of real facts.

Similarly, we adopted the questionnaire as the main tool to diagnose the target audience of this study (the final consumer), the latter was distributed randomly to (100 targeted individuals), as well as the personal interview tool.

was used as a back-up tool, to facilitate the operation of the acquisition of information and to diagnose the situation of the company.

This study is divided into two parts: a theoretical part, and another practice, because the researchers have carried out a practical study of the company "LA MAIN D'OR" for the production of flour and semolina, and whose headquarters is located industrial area LALALIG -EL BOUNI- ANNABA.

Through this practical study, we have achieved the following result: this company suffers from the problem of lack of communication with its external public (the consumer).

For this reason, the idea of setting up an advertising strategy for this company has been proposed so that it adopts the advertising poster as a medium to transmit its message, which enables it to improve its situation.

In the marketplace, likewise, this allows for better opportunities to encourage long-term sustainable innovation among students in the field of advertising and public relations.