ROMANIAN CONSUMERS’ ATTITUDE TOWARDS TV COMMERCIALS

Raluca BABUT Comiati
Additional contact information
Raluca BABUT Comiati: Babes-Bolyai University Cluj-Napoca, Romania

Management and Marketing Journal, 2012, vol. X, issue 2, 233-248

Abstract: As advertisements are broadcast on a daily basis, Romanian consumers are subject to an intensive media bombardment designed to influence them, trigger certain emotions, and make them develop an attitude to a particular brand or product. When designing the advertisement, great care must be taken so that it conveys positive feelings and emotions and fosters favourable attitudes to a brand. The object of the current research is to determine how consumers are able to assess the advertisement phenomenon in general and the TV commercials in particular. Based on a representative sample of 550 Romanian consumers from the urban population, the study highlights the Romanian consumers’ attitude to various types of advertisements, endorsers and creative strategies used to design and execute the advertisements. The managerial as well as the scientific implications are considered by means of the correlations made according to the respondents’ social and demographic characteristics.

Keywords: TV advertising; advertisement; attitude; message format; endorser; empirical study (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2012
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.mnmk.ro/documents/2012-secondpart/4-18-2-12-FFF.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:x:y:2012:i:2:p:233-248

Access Statistics for this article

Management and Marketing Journal is currently edited by Tudor Nistorescu

More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().