Advertising Policy and Geographic Information

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2014, vol. 5, issue 2, 17-22

Abstract: The geographic information in advertising has known an increasing importance in the last years, being described as a mass communication made for the account of interests which are identified: that of an advertiser who pays a media to diffuse a message which is generally created by an advertising agency. The principal objectives of a commercial campaign are to increase the awareness of the brand, to create a preference for a product, to lead consumers to buy, etc. For the last few years, the sectors that have invested most in the communication domain are: distribution, food stuffs, mobile telephony, automobiles, services and beauty/hygiene products. The commercial strategies of firms, in the majority of cases, have been developed by advertising agencies specialized in creation, direct marketing, promotion, etc. These agencies assume several roles including strategic thought, conception, realization and production of commercial announcements, negotiation and transactions with the different suppliers, as well as the choice of means to diffuse the message.

Keywords: Advertising; Geomarketing; Commercial Objectives; Creative Content; Media; Relational Marketing; Mass Communication; Territorial Strategies (search for similar items in EconPapers)
JEL-codes: L81 M31 M37 (search for similar items in EconPapers)
Date: 2014
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