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Romanian Consumers’ Attitude Towards Tv Commercials

Author

Listed:
  • Raluca BABUT COMIATI

    (Babes-Bolyai University Cluj-Napoca, Romania)

Abstract

As advertisements are broadcast on a daily basis, Romanian consumers are subject to an intensive media bombardment designed to influence them, trigger certain emotions, and make them develop an attitude to a particular brand or product. When designing the advertisement, great care must be taken so that it conveys positive feelings and emotions and fosters favourable attitudes to a brand. The object of the current research is to determine how consumers are able to assess the advertisement phenomenon in general and the TV commercials in particular. Based on a representative sample of 550 Romanian consumers from the urban population, the study highlights the Romanian consumers’ attitude to various types of advertisements, endorsers and creative strategies used to design and execute the advertisements. The managerial as well as the scientific implications are considered by means of the correlations made according to the respondents’ social and demographic characteristics.

Suggested Citation

  • Raluca BABUT COMIATI, 2012. "Romanian Consumers’ Attitude Towards Tv Commercials," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 233-248, November.
    • Handle: RePEc:aio:manmar:v:x:y:2012:i:2:p:233-248
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    File URL: http://www.mnmk.ro/documents/2012-secondpart/4-18-2-12-FFF.pdf
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    More about this item

    Keywords

    TV advertising; advertisement; attitude; message format; endorser; empirical study;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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