COMMUNICATION AS A TOOL IN ADVERTISING

Abstract

This paper deals with a series of phenomena and forces with a great impact on the
value system of the organizational communities. Among the present tendencies, we
can especially refer to diversity and growth of the consumers’ demand, the changes
that occur in the tastes and preferences of the consumers and the last but not the
least important, the great development of information technology. Also, there are
other forces that have the same importance, although they only appeared some time
later: the development of the communication network, the growth of national and
international competition, economy globalization and others. As for the chosen
subject, we will deal with different ways in which organizations respond to the
present market necessities: communication strategies and promotion techniques for
agroalimentary companies. The same as other communication techniques,
advertising is used to broadcast messages that can deliver a positive response from
the target public. There is a strong resemblance between publicity, on the one hand,
and sales promotion, direct marketing, public relations and event communication on
the other hand. No matter the method used for transmitting the message, the
communication mechanism remains the same. This, and the variety of forms that
publicity can take, are the reason why it makes it so difficult to establish distinctive
features for publicity. Advertising represents an important component in
promotional communication. Having in mind the consumers needs for different
foodstuff, that eventually appear on the market, advertising tries to inform, to
persuade and to remind consumer regarding its existence. There are many strategies
but we can say that in Romania advertising is one of the strongest and very
successful techniques in getting known agroalimentary foodstuff.