The Influence of the Marketing Communication on Consumer Behavior

Gheorghe Orzan (), Raluca-Florentina Tita, Raluca-Giorgiana Chivu, Stefan-Ilie Oanta and Cristian Ionut Coman
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Raluca-Florentina Tita: The Bucharest University of Economic Studies
Raluca-Giorgiana Chivu: The Bucharest University of Economic Studies
Stefan-Ilie Oanta: The Bucharest University of Economic Studies
Cristian Ionut Coman: .

Romanian Statistical Review Supplement, 2017, vol. 65, issue 2, 164-173

Abstract: Advertising represents the bridge between the company (producer) and consumer, exactly the lie which they use to communicate. More and more companies come to market with new products, compete or not with other existing and thus advertising has a duty to convinces, to remind and to inform the customer that each product is the best. Currently there are a multitude of techniques and methods to which they resort to generate a high level of consumer persuasion current and / or potential. These techniques and methods, excess, most often the imagination of consumers, without them realize the extent to which end up being handled. In general, consumers are different in many respects, such as the perception about the message sent by a company through numerous means of promotion can not be otherwise than different, very rare which is the same for a restrains number of consumers The challenge for a company is very difficult because they must do that through various techniques and media to convey the same message to be identical understood by anyone regardless of its psychosocial characteristics. Therefore, the purpose and objectives of this article focuses on identifying means of communication with the highest level of efficiency. In the dedicated research methodology will discuss that research aims to show that there are preferences in terms of communication techniques used by companies and that sometimes the desire to attract consumers any price, sometimes they could be away on them.

Keywords: marketing; advertising; consumer behavior; marketing communication (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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