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The awareness and perception that the public and those who interact with a company (personnel, distribution channels, clients, mass media, the society) have of it has a direct impact on company results or in the attainment of its aims as in case of non-commercial entities.

On the other hand, the need to target different segments of the market and to find ways to approach and address these different targets in a manner that will deliver success, needs well-considered strategies of advertising and communication.

In the current changeable and competitive environment, communication is an effective tool in helping to promote the company brand and image providing important support to the business development effort. |