Title:
Marketing qualitative research of the Romanian advertising market – a
starting point for well based management decision in the process of
designing and implementing promotional programs
Abstract: For the promotional program scientific substantiation is
useful to accomplish a complex market research, relying on precise
methodologies. Knowing the specific characterization aspects of the
advertising market in Romania is considerate timely, as a starting
point in the Gnostic approach, the use of the qualitative research
associated facilities being the most appropriate method in this
context. For an appropriate understanding of the specific Romanian
advertising market and its influence on the promotional program design
and implementation, this research defines as well, the limits that
promotional programs have to overcome in becoming operative for a
successful use in any advertising campaign.
Author:Augustin
Mitu and Cătălin Popescu