ROLUL PUBLICITATII IN CADRUL PROMOVARII TURISMULUI RURAL (Studiu Caz)

Introducere
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1.Teori     şi     strategi     privind      campania      de      promovare
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1.1.Repere                                                          istorice
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1.2.Ce                         înseamnă                          publicitate
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1.3.Rolul               unei               agenţii               publicitare
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1.4.Tipuri           de           agenţii           de           publicitate
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1.5.Cercetări                         în                         publicitate
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1.5.1Necesitatea    cercetărilor     de     marketing     în     publicitate
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1.5.2.Cercetarea                       în                        publicitate
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1.6.Planul   de   marketing   –   importanţă   şi   elemente    constitutive
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2.Studiu                               de                                caz
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2.1.Introducere
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2.2.Tipul   cercetării   şi   metode   de   obţinere   a   datelor   primare
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2.2.1.Descoperirea     şi     definirea      problemei      de      cercetat
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2.2.2.Metode       de        obţinere        a        datelor        primare
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2.2.3.Argumente   pentru   reducerea   erorii   aleatoare   şi   sistematice
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2.3.          Ipotezele          şi          obiectivele          cercetării
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2.3.1.Ipoteze               nule               şi                alternative
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2.3.2.Obiective
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2.4.Chestionar
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2.5.Consideraţii                                                    generale
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2.6.Analiza      şi      interpretarea      datelor       de       marketing
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2.6.1.Statistica                                                întrebărilor
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2.6.2.Testarea                                                    ipotezelor
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2.7.Concluzii                                                         finale
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3.Plan                            de                             publicitate
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3.1.Sumarul                                                         executiv
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3.1.1.Sumarul              planului               de               marketing
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3.1.2.Sumarul                   obiectivelor                    promoţionale
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3.1.3.Sumarul                    strategiei                     promoţionale
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3.1.4.Sumarul                     bugetului                      promoţional
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3.2.Analiza                                                        situaţiei
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3.2.1.Situaţia        actuală         a         marketingului         firmei
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3.2.2.Descrierea                        pieţei                         ţintă
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3.2.3.Obiectivele                        de                        marketing
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3.2.4.Mix-ul                          de                           marketing
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3.3.Obiectivele                                                 publicităţii
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3.4.Strategia                                                    publicitară
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3.4.1.Conceptul                          de                           produs
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3.4.2.Audienţa                                                         ţintă
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3.4.3.Mediile                         de                          comunicare
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3.4.4.Mesajul                                                     publicitar
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3.5.Bugetul                                                       publicitar
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3.6.Testare                           şi                            evaluare
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3.6.1.Conducerea           cercetărilor            în            publicitate
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3.6.2.Pretestarea                      şi                       posttestarea
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3.7.Cocluzii,              rezultate              şi               propuneri
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Anexa                                                                      1
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Anexa                                                                      2
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Anexa                                                                      3
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Anexa                                                                      4
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Anexa                                                                      5
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Bibliografie
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