ANALYSIS OF THE COMMUNICATION POLICY OF LIDL BULGARIA
Keywords:
communication policy, integrated marketing communication, advertising, PR strategies, digital communication, Lidl Bulgaria.Abstract
The present course paper aims to analyze the communication policy of Lidl
Bulgaria as a key component of the company’s integrated marketing communication. The study
examines the theoretical foundations of communication policy and their practical application
through an analysis of advertising campaigns, public relations strategies, sales promotion, direct
marketing, and online communication activities of Lidl Bulgaria. Special emphasis is placed on the
integration of traditional and digital communication channels in building a sustainable brand image,
public trust, and consumer loyalty. Based on the conducted analysis, key conclusions and
recommendations are formulated for improving the company’s communication strategy in the
context of the dynamic and highly competitive Bulgarian market environment
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