AmCham Macedonia Summer 2017 (Issue 54) - Page 16

COVER STORY Summer 2017 / Issue 54 Ethical Advertising of Telecom Services P roperly applying brand values in our everyday work is one of the keys to maintaining high ethical standards in advertising. Makedonski Telekom, as a part of Deutsche Telekom Group, has established a strong corpo- rate culture that permeates all spheres of its operations, both internally and externally. Trust and reliability are at the core of this corporate culture, brand identity and promise. We see this as a key success factor in designing communications that are honest, truthful, socially responsible, and more. Gaining and maintaining customer trust when selling intangible services such as in telecommunications is not easy. That is why Makedonski Tele- kom takes the following 4-fac- eted approach: Reinforcing a strong corpo- rate culture to replicate our core brand beliefs and ethical stan- dards, including via a well-de- fined Code of Conduct; Self-regulating via interdepart- mental activities that control and pre-check all communications before they are released; Educating customers since well-informed clients are more loyal; and Performing regular research and ½±±•Ρ₯ΉœΥΝΡ½΅•Θ™••΄)‰…¬΅½ΝЁ½™Ρ•Έέ₯Ρ Ρ‘”)•αΑ•ΙΡ₯Ν”½˜₯ΉΡ•ΙΉ…Ρ₯½Ή…°½Ι„΄)Ή₯ι…Ρ₯½ΉΜΈQ‘”Ι•ΝΥ±Ρ́…Ι”‘₯‘±δ)Ι•±•Ω…ΉΠ™½Θ΅…Ι­•Ρ₯Ήœ½΅΅Τ΄)Ή₯…Ρ₯½ΉΜ…Ή‘•±ΐΎ½ΉΝΡ…ΉΡ±δ)₯΅ΑΙ½Ω”½ΥȁΥΝΡ½΅•Θ…Ι”Έ(ΔΨ)΅ ‘…΄5…•‘½Ή₯„5……ι₯Ή”)MΡ₯±°°ΥΉ•Ρ‘₯…°…‘Ω•ΙΡ₯Ν₯ΉœΑΙ…Ρ₯•Μ…Ι”Ή½ΠΥΉ½΅΅½Έ₯Έ)5…•‘½Ή₯„ΈQ‘•δΝ••΄ΡΌ‰”•΅‰±•΅…Ρ₯Œ½˜Ν΅…±±•Θ°ε½ΥΉ•Θ)½΅Α…Ή₯•Μέ₯Ρ „±•Ν́ݕ±°΅•ΝΡ…‰±₯Ν‘•‰Ι…Ή₯‘•ΉΡ₯丁UΉ•Ρ‘₯…°)½΅΅ΥΉ₯…Ρ₯½ΉΜ΅…䁉”Ν••Έ…́„΅•…ΉΜΡΌΕΥ₯¬έ₯ΉΜ°‰ΥЁё•δ)½Ή±δ‘…Ι΄Ρ‘•₯ȁ‰Ι…Ή‘́₯ΈΡ‘”±½ΉœΙΥΈΈMΡΙ½Ήœ½ΙΑ½Ι…Ρ”ΑΙ₯Ή€΄)Α±•Μ…ΉΡ‘”ΝεΝΡ•΅ΜΡ‘…Ёɕ₯Ή™½Ι”Ρ‘•΄‘•±ΐΑΙ•Ω•ΉΠΝՍ Ν‘½ΙΠ΄)Ν₯‘Ρ•΅₯ΝΡ…­•ΜΈ)I…‘΅₯±„₯΅½Ω„°)₯Ι•Ρ½Θ½˜5…Ι­•Ρ₯Ήœ) ½΅΅ΥΉ₯…Ρ₯½Έ(˜ Ι…Ή5…Ή…•΅•ΉΠ°)5…­•‘½ΉΝ­€Q•±•­½΄