The Role And Implications Of Telemarketing In Media. Case Study: Transilvania Expres Daily Publication Of Brasov

Cristina Gherman () and Mihaela Marcu ()
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Cristina Gherman: „Babes-Bolyai” University of Cluj-Napoca, Romania
Mihaela Marcu: „Transilvania” University of Braşov, Romania
Authors registered in the RePEc Author Service: Cristina Balteanu

Annals of the University of Petrosani, Economics, 2010, vol. 10, issue 4, 97-104

Abstract: During crisis, one of the first measures taken by the leadership management is the reduction, sometimes major, of marketing budgets. But, during this period, the promotion is essential and neglecting the communication actions may lead to significant losses on a long term basis. In the current economic context, the main purpose of any promotional campaign should be to obtain a direct answer from those exposed to message. A solution in this sense is to create the telemarketing which may reduce costs even by half (if it is integrated within the general marketing strategy) and may significantly increase the amount of sales, offering many benefits, unable to be obtained through other sales techniques.

Keywords: media; telemarketing; sales; communication (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pet:annals:v:10:y:2010:i:4:p:97-104

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