A Preliminary Study on the Potential of Femvertising in Romania

Surianu Iulia ()
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Surianu Iulia: The University of Sheffield International Faculty, CITY College, Serbia

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 1, 50-56

Abstract: The purpose of this paper is to serve as a preliminary exploration of the potential of femvertising in Romania. The topic of femvertising is one of actuality, being a recent trend that has not been fully explored in the literature, much less in the Romanian literature. The research was carried out in a time frame of two weeks, through an internet survey, using a direct questionnaire. The total number of valid answers was 101, from a sample that consisted of women aged eighteen to sixty-five. Quantitative research is employed in order to determine if women are pleased with the way Romanian advertising depicts and addresses them, as well as to establish whether femvertising is a means of communication that appeals to them more than the communication strategies that are currently in place, with an attempt to also measure its impact on product preference. The research adds value through drawing attention to a new communication trend, which is deemed as effective by the results of the present study, while connecting it to the local market, and exploring the way these two elements interact.

Keywords: advertising; Romanian women; femvertising; marketing communications. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2018:i:1:p:50-56

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