Abstract:

Many times a brand uses different forms of communication with the target audience to keep it in mind. Is advertising the one that leads to the notoriety, impact, confidence, brand visibility, or PR? The difference between the two lies in the degree of credibility each person implies. In the present study, we aim to determine which of the two forms of promotion has remarkable positive effects in the Romanian pharmaceutical industry. What are the criteria according to which citizens choose a particular pharmacy? The chosen field is a sensitive one that involves the safety of people's health, and brand confidence and specialized staffs are essential. We are thinking about the concept of pharmaceutical marketing, what specialty pharmaceutical services involve. The applied methodology refers to the research of the specialized literature, but also to the quantitative one, which involves the Survey, based on a questionnaire. The sample was 120 individuals, and the data was processed using SPSS.