Gheorghe ORZAN
The Bucharest University of Economic Studies
Raluca-Florentina TIŢA
The Bucharest University of Economic Studies
Raluca-Giorgiana CHIVU
The Bucharest University of Economic Studies
Ștefan-Ilie OANȚĂ
The Bucharest University of Economic Studies
Cristian Ionuț COMAN
Abstract
Advertising represents the bridge between the company (producer) and consumer, exactly the lie which they use to communicate. More and more companies come to market with new products, compete or not with other existing and thus advertising has a duty to convinces, to remind and to inform the customer that each product is the best.
Currently there are a multitude of techniques and methods to which they resort to generate a high level of consumer persuasion current and / or potential. These techniques and methods, excess, most often the imagination of consumers, without them realize the extent to which end up being handled.
In general, consumers are different in many respects, such as the perception about the message sent by a company through numerous means of promotion can not be otherwise than different, very rare which is the same for a restrains number of consumers The challenge for a company is very difficult because they must do that through various techniques and media to convey the same message to be identical understood by anyone regardless of its psychosocial characteristics.
Therefore, the purpose and objectives of this article focuses on identifying means of communication with the highest level of efficiency. In the dedicated research methodology will discuss that research aims to show that there are preferences in terms of communication techniques used by companies and that sometimes the desire to attract consumers any price, sometimes they could be away on them.
Keywords: marketing, advertising, consumer behavior, marketing communication
JEL Classification: M31
