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The Project of ‘Psychological Capitalization’ of the Romanian Wheat

Author

Listed:
  • Raluca Hurduzeu
  • Florentin Gabriel Niculescu

Abstract

The issue of the price of the wheat at harvesting in connection to high speculation, which is often illegal is a serious problem, with multiple negative effects on national, local and individual level. A campaign against this activity involves a set of tools to act simultaneously. Identifying a psychological problem and differentiated features this study proposes an advertising campaign for capitalizing on the concept of wheat in the collective mentality.

Suggested Citation

  • Raluca Hurduzeu & Florentin Gabriel Niculescu, 2015. "The Project of ‘Psychological Capitalization’ of the Romanian Wheat," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 18(57), pages 155-166, September.
    • Handle: RePEc:rej:journl:v:18:y:2015:i:57:p:155-166
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    More about this item

    Keywords

    visual subliminal message; headline; marketing differentiator; collective mind; advertising campaign;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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