Marketing comunicazionale e politiche pubblicitarie del prodotto ittico in Italia

Sonia Prestamburgo

Economia agro-alimentare, 2000, vol. 5, issue 3

Abstract: Marketing comunicazionale e politiche pubblicitarie del prodotto ittico in Italia (di Sonia Prestamburgo) - ABSTRACT: Advertising policies represent, especially regarding to the consumer goods, one of the most effective way for supplied goods differentiation, and not only for this relevant firm target. Really, motivations and conditions that lead consumer?s purchasing choices are a durable element among the different consumer?s economic theories. Related to this case, purchasing comes out to be the complex result of a varied and rational series of decisions? sequences that completely involve consumer?s personal attitude and guide it through a certain marketing action. There is no doubt that advertising is one of the most important items of these specific strategies. This essay analyses advertising policies? theory and points out the main results of an empirical research carried out using a special test arranged for a panel of high school students in the country side of Udine (Italy). This test was applied to value the national Agricultural and Forestry Policy Office?s fishery products advertising campaign during the 1998.

Date: 2000
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