MARKETING RESEARCH IN ADVERTISING

Vranceanu Diana (), Ioana Popescu () and Tatu Cristi ()
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Vranceanu Diana: Academia de Studii Economice Bucuresti, Facultatea de Marketing
Tatu Cristi: Academia de Studii Economice Bucuresti, Facultatea de Marketing

Annals of Faculty of Economics, 2008, vol. 4, issue 1, 1268-1273

Abstract: 21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company, used without any kind of strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated with and also the long term affects it haves on the consumer a company should never start an advertising campaign without knowing every single last detail concerning their product and consumers. The study of the promotional message will show its capacity to gain the attention of the targeted audience, to stand out from other messages, to be associated with the product/service it promotes, to generate a positive reaction towards that specific product/service and to encourage its purchasing.

Keywords: marketing; research; advertising (search for similar items in EconPapers)
JEL-codes: D40 M30 M37 (search for similar items in EconPapers)
Date: 2008
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