Abstract:

The products placed on the market represent real "messages" through which the company comes into contact with the external environment and focuses on its dynamic requirements. Besides these "messengers", in the communicational system through which it ensures the permanent contact with the external environment, especially with the market agents, the promotional activity holds a special position. Comprising essentially all the activities by means of which the complex flow of information, ideas, messages between the company and the external environment, the promotional activity has become, in our time, an indispensable addendum to the actual flow of goods. Sometimes neglected, overburdened most of the times, the promotional activity occupies an important place in the company's theory and practice: explainable through the role invested in completing the results of the economic activity, but also through the efforts it involves. In this paper a series of aspects regarding the concept, the goal, the objectives and the main specialized promotional activities are presented, such as the planning and the advertising strategy, as well as the direct sale of agricultural products by agricultural producers. The paper also presents the authors' research on the Tecuci vegetable area and the Commercial Society ZKI Seminţe SRL. This research  illustrates the importance and influence of the promotional strategy and capitalization on a local company favorable outcome.