Abstract:

For the promotional program scientific substantiation is useful to accomplish a complex market research, relying on precise methodologies. Knowing the specific characterization aspects of the advertising market in Romania is considerate timely, as a starting point in the Gnostic approach, the use of the qualitative research associated facilities being the most appropriate method in this context. For an appropriate understanding of the specific Romanian advertising market and its influence on the promotional program design and implementation, this research defines as well, the limits that promotional programs have to overcome in becoming operative for a successful use in any advertising campaign.