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Aaaa Essay

463 words - 2 pages

Publicitatea este unul din elementele utilizate, de regulă pentru prezentarea convingătoare a produsului sau serviciului către cumpărator sau utilizator. Pentru mulţi dintre cei implicaţi ca : beneficiari de reclamă, agenţi de publicitate sau consumatori, publicitatea reprezintă elementul de comunicare principal în mixul de marketing. De fapt, publicitatea este cel mai evident element şi poate fi lesne de identificat.
Întregul mix de marketing conţine căi de comunicare potenţiale sau reale folosite în întregime, când sunt descoperite, pentru a stimula cumpărarea şi consumul. De pildă, se recurge la colorarea particulelor unui detergent pentru a i se evidenţia diferiţi ingredienţi şi avantajele lor; se asigură unui mic produs ...view middle of the document...

Ca preţ relativ, poate produce o marjă mai mică şi un volum mai mare de vânzări sau o marjă mai mare şi un volum mai mic al vânzărilor, dar fiecare din aceste posibilitaţi poate duce, mai mult sau mai puţin, la obţinerea unui profit. Ca modalitate de comunicare, poate lămuri unele aspecte referitoare la calitate, segment de piaţa, utilizare finală şi altele. În această privinţă, preţul trebuie să fie compatibil cu strategia aplicată celorlalte elemente ale mixului de marketing, inclusiv promovarea din care face parte publicitatea.
Strategia de marketing, în întregul ei, este un mijloc de comunicare cu piaţa, fie direct, fie indirect. Pe pieţele dezvoltate cumpărătorii, clienţii, consumatorii sunt liberi să aleagă – să cumpere sau să nu cumpere un produs sau un serviciu ori pe cel oferit de altcineva. Pentru a alege, consumatorii au nevoie de informaţii – informaţii pe care să le analizeze şi la care să reacţioneze la nivelul raţional şi/sau emoţional, conştient sau inconştient. Reacţia poate fi vagă, ca un semn de familiaritate, sau clară, ca un semn de totală satisfacţie datorită faptului că produsul cumpărat a mai fost testat şi altădată, că este făcut din materiale superioare sau că se vinde cu reducere. Însă, informaţia în urma căreia au loc anumite reacţii nu vine doar din publicitate. În ultimă instanţă, apare o reacţie la întregul mix de marketing. Aşadar publicitatea nu este unicul instrument de marketing; este mai degrabă, asemenea celorlalte aspecte ale comunicării, doar mai importantă. Singura sa funcţie este de a determina o reacţie în urma unei comunicări difuzate într-un spaţiu plătit – de obicei de consumator, adesea şi de comercianţi (indirect), iar uneori de la categorii de public.

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