Strategii de promovare ale marilor centre comerciale

                                  CUPRINS
Introducere ………………………………………………………………………………………….....3
1.Comunicarea- noţiuni generale………………………………………………………………….......5
       1.1 Definiţii………………………………………………………………………………........6
                 1.2     Procesul     de     comunicare.     Modele      ale
comunicării…………………………………...…..7
                                     1.3                          Tipologii
............................................................................
...................................................11
2.Noţiuni           generale           de            marketing            şi
publicitate.................................................................
........................13
                      2.1                      Mixul                      de
marketing...................................................................
........................................................16
2.2                                                                Submixul
publicitar..................................................................
.........................................................17
                               2.2.1                           Publicitatea
ATL.........................................................................
.......................................17
                               2.2.2                           Publicitatea
BTL.........................................................................
.......................................17
2.3                  Formele                  şi                  funcţiile
publicităţii................................................................
.........................................19
2.4                               Imaginea                               în
publicitate.................................................................
.....................................................22
3.       Mass-media       în       publicitate.       Funcţiile        mass-
media.......................................................................
.........24
3.1         Tipuri         de         media         şi          competenţele
lor.........................................................................
..........................29
                                                                       3.1.1
Presa.......................................................................
............................................................30
                                                                       3.1.2
Televiziunea................................................................
.......................................................31
                                                                       3.1.3
Radioul.....................................................................
..........................................................32
                                                                       3.1.4
Afişajul....................................................................
...........................................................33
                                                                       3.1.5
Cinematograful..............................................................
.....................................................34
3.2                         Instrumente                          publicitare
............................................................................
..........................................35
3.3                                                                   Planul
media.......................................................................
...............................................................39
                     3.3.1                  Publicul                 ţintă.
............................................................................
.......................................40
                      3.3.2                   Strategii                  de
promovare...................................................................
...................................40
                                                                      3.3.3
Concurenţa..................................................................
......................................................41
                                                                      3.3.4
Bugetul.....................................................................
.........................................................41
                                  3.3.5                               Media
mixul.......................................................................
...............................................42
4.         Strategii         de         promovare          în          mass-
media.......................................................................
..........................43
4.1                                                                    Event
marketing...................................................................
..............................................................43
4.2                                Macheta                                de
presă.......................................................................
.........................................................43
4.3                                                                   Spotul
radio.......................................................................
.................................................................44
4.4                              Spotul                               audio-
video.......................................................................
......................................................45
4.5
Sponsorizarea...............................................................
......................................................................46
4.6                                                              Marketingul
direct......................................................................
........................................................47
5.                              Consumatorul                              şi
publicitatea................................................................
................................................48
5.1 Înţelegerea modului în care publicitatea influenţează comportamentul  de
consum.................49
5.2                                                           Comportamentul
consumatorului..............................................................
.........................................50
6.Studiu   privind   strategia   de   promovare   a   Centrului    Comercial
”Polus”.............................................52
6.1Prezentarea              generală               a               centrului
comercial...................................................................
......................53
6.2Studiu  privind  promovarea   imaginii   mall-ului   prin   mijloace   de
publicitate. .................................55
          1.   Tehnici   şi   strategii   de    promovare    utilizate    de
             mall.......................................................56
6.3        Analiză        SWOT         a         Centrului         Comercial
Polus.......................................................................
..............59
6.4       Promovarea       imaginii       Polus       din        perspectivă
personală...................................................................
...61
7.                                 Studiu                                 de
caz.........................................................................
................................................................64
7.1   Interviu   cu   un    specialist    în    marketing    al    Centrului
Comercial.........................................................64
7.2       Chestionar        aplicat        în        interiorul        mall-
ului........................................................................
................. .67
7.3Analiză
participativă...............................................................
.............................................................73
8.
Concluzii...................................................................
............................................................................
.76
9.
Bibliografie................................................................
............................................................................
78

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