PRETUL SEDUCTIEI in RECLAMA PE PIATA PUBLICITARA ROMANEASCA

CUPRINS
SECŢIUNEA TEORETICĂ
ARGUMENT....................................................................
............................................................p.4
CAPITOTUL I – MARKETING METODE ŞI INSTRUMENTE......................p.5
1. Rolul
   promovării...............................................................
   ..................................................p.5
2. Mijloace de promovare
   …………………..................................................................
   ...….p.6
                 1.2.1.    Marketingul    direct    /cu    răspuns    direct
           ………..........….… …...p.7
                 1.2.2.                                           Promovarea
           vânzărilor…….........................….........……...........p.9
                 1.2.3.
           Reclama…..........................…..............................
           .….……....…...p.12
CAPITOLUL II - CONVINGERE ŞI LIMBAJ .…………………………….…….p.17
2.1.                          Limbajul                          publicităţii
…………………..………………...……...............................……..p.17
                 2.1.1.       Rolul       limbajului       în        reclamă
           ……………….........…...….……...p.17
                 2.1.2.      Cuvintele      cheie      ale      publicităţii
           ……………...........…….……...p.19
                                            2.1.3.Mijloace          retorice
…………………………................…….…......p.20
CAPITOLUL III –CERCETARE ŞI CREATIVITATE.…………...………....…p.23
3.1.                Cercetare                şi                 creativitate
……………………………………..............................………..p. 23
3.2.                         Principiile                         convingerii
………………………………..................................................….p. 25
3.3.                         Conţinutul                          convingerii
………………………………...………..............................…….p. 26
3.4.                           Formele                           convingerii
………………………………………...…...............................…….p. 27
3.5                 Tipuri                  de                  comportament
............................................................................
.........................p.27
3.6                   Memorie                   şi                   acţiune
............................................................................
..................................p.28
3.7                                                                Motivaţia
............................................................................
..................................................p.29
                 3.7.1.   Ierarhia   trebuinţelor    propusă    de    Fowles
……….........….……p.29
                 3.7.2. Falsele nevoi ………………………………......………....….…..p.31
3.8                                                                   Emoţia
…………….......................................................................
....................................... p.30
3.9                                                                   Umorul
............................................................................
......................................................p.30
STUDIU DE CAZ
CAPITOLUL 1 – SLOGANURI ŞI CAMPANII
1.                           Sloganuri                           publicitare
   celebre...................................................................
   .......................... p. 31
2.                               Mari                               campanii
   româneşti.................................................................
   ....................................p.34
CAPITOLUL II
SPECIALIŞTII ROMÂNI ŞI PUBLICITATEA AUTOHTONĂ.......................p.36
2.1                       Dezvăluirle                       profesioniştilor
............................................................................
.....................p.36
2.2                Evenimente                din                 advertising
............................................................................
....................p.39
2.3         Evoluţia          pieţei          publicitare          româneşti
............................................................................
.....p.40
CAPITOTUL          III          –          NOI           METODE           DE
PROMOVARE........................................p.47
3.1                               Agenţiile                               de
publicitate.................................................................
........................................p.47
3.2                           Publicitatea                            online
............................................................................
...................................p.49