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Promotion Strategy Specific to Organizations Participating in “Back to School” Program

Author

Listed:
  • Irina SUSANU

    (Dunarea de Jos University of Galati, Romania)

  • Nicoleta CRISTACHE

    (Dunarea de Jos University of Galati, Romania)

  • Sofia DAVID

    (Dunarea de Jos University of Galati, Romania)

  • Liljana ELMAZI

    (University of Tyrana, Albania)

  • Alexandru NEDELEA

    (Stefan cel Mare University of Suceava, Romania)

Abstract

Romania’s stationery market records a growth rhythm of about 10-15 percent per year. For the beginning of school year 2007-2008, organizations of the type forecast a growth of 25%. During the top period, stationery sales grow generally with about 800-1000 % in comparison with a habitual period of the year. For distributors, the season of school stationery lasts from July to September, a period where it is accomplished 20-25% of the entire year turnover. All these events unfold rapidly in a relatively short period of time, 2-3 months for distributors and a month for retailers, producing a real storm in the frame of their management. In order to deal with “shopping fury” specific to the time before the school beginning, organizations of the field are in the position of applying a series of communication strategies. The purpose of this work is to highlight a practical example of communication plan specific to organizations involved in “back to school” program.

Suggested Citation

  • Irina SUSANU & Nicoleta CRISTACHE & Sofia DAVID & Liljana ELMAZI & Alexandru NEDELEA, 2009. "Promotion Strategy Specific to Organizations Participating in “Back to School” Program," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 267-274.
    • Handle: RePEc:ddj:fseeai:y:2009:i:1:p:267-274
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    More about this item

    Keywords

    advertising; creativity; rules; print;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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