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Transition from emotional to rational advertising for food products on the Romanian market

Show simple item record Jităreanu, Andy-Felix Leonte, Elena Chiran, Aurel Drobotă, Benedicta 2021-04-22T08:43:12Z 2021-04-22T08:43:12Z 2017-04-14
dc.identifier.citation Jităreanu, A.F., Elena Leonte, A. Chiran, Benedicta Drobotă. 2017. ”Transition from emotional to rational advertising for food products on the Romanian market”. Cercetări Agronomice în Moldova 50 (1): 101-108. DOI: 10.1515/cerce-2017-0009. en_US
dc.description.abstract Advertising helps to establish a set of assumptions that the consumer will bring to all other aspects of their engagement with a given brand. Advertising provides tangible evidence of the financial credibility and competitive presence of an organization. Persuasion is becoming more important in advertising. In marketing, persuasive advertising acts to establish wants/motivations and beliefs/attitudes by helping to formulate a conception of the brand as being one which people like those in the target audience would or should prefer. Considering the changes in lifestyle and eating habits of a significant part of the population in urban areas in Romania, the paper aims to analyse how brands manage to differentiate themselves from competitors, to reposition themselves on the market and influence consumers, meeting their increasingly varied needs. Food brands on the Romanian market are trying, lately, to identify new methods of differentiation and new benefits for their buyers. Given that more and more consumers are becoming increasingly concerned about what they eat and the products’ health effects, brands struggle to highlight the fact that their products offer real benefits for the body. The advertisements have become more diversified and underline the positive effects, from the health and well - being point of view, that those foods offer (no additives and preservatives, use of natural ingredients, various vitamins and minerals or the fact that they are dietary). Advertising messages’ diversification is obvious on the Romanian market, in the context of an increasing concern of the population for the growing level of information of some major consumer segments. en_US
dc.language.iso en en_US
dc.publisher "Ion Ionescu de la Brad" University of Agricultural Sciences and Veterinary Medicine, Iași en_US
dc.subject advertising en_US
dc.subject persuasion en_US
dc.subject positioning en_US
dc.subject target market en_US
dc.title Transition from emotional to rational advertising for food products on the Romanian market en_US
dc.type Article en_US A.F. Jităreanu, Elena Leonte, A. Chiran, Benedicta Drobotă, Department of Agroeconomy, University of Agricultural Sciences and Veterinary Medicine, Iaşi, Romania
dc.publicationName Cercetări Agronomice în Moldova
dc.volume 50
dc.issue 1
dc.publicationDate 2017
dc.startingPage 101
dc.endingPage 108
dc.identifier.eissn 2067-1865
dc.identifier.doi 10.1515/cerce-2017-0009

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