ARGUMENT si NEVOIA DE PROMAVARE A MASS-MEDIA

|CUPRINS                                                                        |
|ARGUMENT – NEVOIIA DE PROMAVARE A MASS-MEDIA                              |1    |
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|CAPITOLUL I – PROMOVAREA CA POLITICĂ DE MARKETING                         |4    |
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| A. ROLUL PROMOVĂRII                                                      |4    |
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| B. STRATEGII DE PROMOVARE                                                |8    |
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| C. MIJLOACE DE PROMOVARE                                                 |12   |
|  C.1. MARKETINGUL CU RĂSPUNS DIRECT                                      |13   |
|  C.2. PROMOVAREA VÂNZĂRILOR                                              |19   |
|  C.3. RECLAMA                                                            |28   |
|   C.3.1. FUNCŢIILE RECLAMEI                                              |29   |
|   C.3.2. TIPURI DE RECLAMĂ                                               |30   |
|   C.3.3. ETAPELE DE REALIZARE A RECLAMEI                                 |37   |
|    1. STABILIREA OBIECTIVELOR                                            |37   |
|    2. STABILIREA AUDITORIULUI – ŢINTĂ                                    |39   |
|    3. STABILIREA BUGETULUI                                               |43   |
|    4. STABILIREA PLATFORMEI                                              |44   |
|    5. CONCENTRAREA MESAJULUI                                             |48   |
|    6. ALEGEREA SUPORTULUI                                                |56   |
|    7. EVALUAREA MESAJULUI PUBLICITAR                                     |58   |
|  C.4. VÂNZAREA PERSONALĂ                                                 |59   |
|  C.5. RELAŢIILE PUBLICE                                                  |62   |
|   C.5.1. ROLURILE ACTIVITĂŢII DE PR                                      |63   |
|   C.5.2. INSTRUMENTE                                                     |64   |
|   C.5.3. VALOAREA PR ÎN SPRIJINIREA RECLAMEI                             |73   |
|   C.5.4. DIFERENŢE ÎNTRE PR ŞI RECLAMĂ                                   |74   |
|   C.5.5. DIFERENŢE ÎNTRE PR ŞI FORME DE PROMOVARE CU EFECT PE TERMEN     |75   |
|SCURT                                                                     |     |
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|CAPITOLUL II – RECLAMA CA FORMĂ DE PROMOVARE A PRESEI                     |77   |
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| A. COMPONENTELE RECLAMEI                                                 |78   |
|  A.1. TITLUL                                                             |78   |
|  A.2. SLOGANUL                                                           |80   |
|  A.3. TEXTUL                                                             |81   |
|  A.4. MARCA                                                              |86   |
|  A.5. LOGO                                                               |87   |
|  A.6. SPAŢIUL LIBER                                                      |88   |
|  A.7. SUNETUL                                                            |89   |
|  A.8. MIŞCAREA                                                           |90   |
|  A.9. CULOAREA                                                           |91   |
|  A.10.ILUSTRAŢIA                                                         |93   |
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| B. SUPORTURI DE RECLAMĂ: AVANTAJE ŞI DEZAVANTAJE                         |95   |
|  B.1. MIJLOACE PUBLICITARE ABOVE-THE-LINE                                |96   |
|   B.1.1. RECLAMA DE TELEVIZIUNE                                          |96   |
|   B.1.2. RECLAMA DE RADIO                                                |98   |
|   B.1.3. RECLAMA LA CINEMATOGRAF                                         |100  |
|   B.1.4. RECLAMA DE ZIAR                                                 |101  |
|   B.1.5. RECLAMA DE REVISTĂ                                              |103  |
|   B.1.6. SPAŢII EXTERIOARE                                               |104  |
|  B.2. SUPORTURI PUBLICITARE BELOW-THE-LINE                               |108  |
|   B.2.1. LITERATURA PUBLICITARĂ                                          |109  |
|   B.2.2. MATERIALE PUBLICITARE LA PUNCTELE DE DESFACERE                  |109  |
|   B.2.3. RECLAMA AERIANĂ                                                 |110  |
|   B.2.4. CADOURI CU MESAJ PROMOŢIONAL                                    |111  |
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| C. FACTORI CARE INFLUENŢEAZĂ IMPACTUL RECLAMEI                           |112  |
|  C.1. INTENSITATEA STIMULILOR                                            |113  |
|  C.2. MĂRIMEA                                                            |113  |
|  C.3. CULOAREA                                                           |114  |
|  C.4. CONTRASTUL                                                         |114  |
|  C.5. MIŞCAREA                                                           |115  |
|  C.6. PLASAMENTUL                                                        |115  |
|  C.7. FORMA                                                              |116  |
|  C.8. AMBIGUITATEA                                                       |117  |
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| D. REGULI DE DESIGN CARE POT SPORI ATRACTIVITATEA ŞI EFECTUL RECLAMEI    |     |
|                                                                          |117  |
|CAPITOLUL III – ELEMENTELE RECLAMEI TIPĂRITE ŞI VALOAREA LOR PROMOŢIONALĂ |121  |
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|CONCLUZII – PARTICULARITĂŢI ÎN PROMOVAREA PRODUSULUI MASS-MEDIA           |133  |
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|REFERINŢE BIBLIOGRAFICE                                                   |139  |