Advertising

ADVERTISING

Objectives:

get familiarised with specific terminology and concepts

Because oral skills developed before reading and writing did, it is only natural that the earliest advertising medium was the spoken word. There is evidence that criers and hawkers were shouting their wares as far back as the days of the early Greeks, Romans and Phoenicians. This primitive advertising refined over centuries, has carried down to the present day. Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television.

Before long, competition and the need for identification necessitated signs. Signs used identifying shops, with such appropriate illustrations as a goat (for a diary) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii. (At the door of a schoolmaster there was a sign depicting a boy receiving a whipping!). There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial exhibitions, advertisements of houses for rent, and appeals to tourists to visit the local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archeologist in the ruins of Thebes:

The slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are asked to help return him. He is Hittite, 52 tall, of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. For his return to the shop of Hapu the Weaver, where the best cloth is woven to your desire, a whole gold coin is offered.

There is no doubt that advertising flourished in this period, but with the fall of the Roman Empire and the onset of the Dark Ages, advertising temporarily declined in importance to Western civilization.

Perhaps the oldest relic of advertising among English-speaking people is family names referring to the various specialized crafts. The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification- the forerunner of the brand name so essential to modern advertising.

One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Jonathan Gutenberg, in 1438. Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478 when he printed a handbill now regarded as the first known printed English advertisement. It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read:

If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after the forme of this present letter whiche ben wel and truly correct, late hym come to Westmonester in the almonstrye at the reed pale and he shal have them good chepe.

The Latin phrase at the end translates Let this notice stand.

Advertising, 4^th edition, Mandell (Prentice Hall)

ADVERTISING IS COMMUNICATION

Advertisement goals are measurable and limited to a certain length of time, usually one year. Sales are usually the only measurement of advertising effectiveness. But sales depend on a lot of other factors. When advertising, communication are directed to a target audience through information about the company and the product. The information creates the readiness to buy the product.

The final goal of all advertising is to have consumers use the goods or services advertised. In order to reach the advertising goals, there are stages that precede action of buying.

The consumer must become aware that the product or service exists, then understand what the product is and its benefits. The last step is to make him decide to buy and to use the product or the service.

The buyer behavior model uses the language of computers to summarise the decision process. The consumer admits the need he wants to meet. The need motivates action, the search for ways to satisfy it. The search narrows to a specific product. Then the consumer becomes aware of it, but it lacks information about it. The information and risk of purchasing come under his consideration. The consumer decides whether to buy the product. If satisfied, he or she may decide to use it regularly. If not, he begins to search again.

ADVERTSING MEDIA

Print media deals with the use of space in newspapers, magazines, reviews, etc. It has four elements: illustration, headline, copy block (body copy or text) and logotype. Its main function is to provide news and information.

Space in printed ads is 60-70% dominated by illustrations, usually with a single focus. Effective illustrations vary in form and content but they have several common characteristics meant to catch the attention of a target audience. Good illustrations should convey the basic relevant idea of advertisement more directly and dramatically than words.

Photographs are considered more effective by far as they bring realism, immediacy, they are less expensive to complete and more adaptable. Colour is usually used to better motivate. Stimulating and warm colours are red, yellow and orange, while green and blue are cool and relaxing. Some of them have symbolic meanings according to each nation culture: dark brown is masculine, pastels are feminine, purple, deep red and gold are royal and express quality, etc

Illustrations may represent the product itself, the package or the product in use to demonstrate its benefit. It may also dramatize a situation, or it may have no content but create a relevant impression.

Headlines are meant to draw the attention of the reader and are usually printed in larger type letters than the body of the advertisement itself, or Capital letters. Headlines can also draw the readers attention by the use of small letters, italics or punctuation marks, such as quotations, question or exclamatory marks. It is advisable they be short, using only one to six words in a single line so that the reader can easily grasp the idea at one glance. Its message should apply to a

specific characteristic of the product or service advertised, not to others in the same category. It is highly recommended that it should be closely related to the text and photograph, being active in both form and content.

Specialized research recommend that the Body copy uses less than 20% of the total add space. Its major function is to satisfy curiosity and stress instructions in a clear, concise and personal way. In the end it suggests action: where to find the product or the service advertised its price.

Logo represents the name and the symbol of a company, store, and brand. It is meant to be recognizable in print advertisements. It uses little space.

The arrangement of elements on the page is the concern of the person who makes the design of the print advertisement. They must work together in content in a logical and aesthetical form. A good design will focus usually on the illustration or on the headline, giving the reader a starting point and leading him into the very message of the advertisement. The elements of the design should follow a natural flow.

Broadcast Media differs substantially from print media because its message is intangible, it exists in time only. Its major function is to provide entertainment. A radio or TV stations number of potential listeners or viewers is its coverage.

Radio provides ready-made target markets, for local and spot advertising. A spot is one unit of air time. Radio time is classified by day parts: two drive times, housewife time, weekend time, and evening time. On radio advertising interrupts, that is both strength and weakness at the same time, an attention-getting device but also as a source of irritation. Sound effects and music are attention-getters too. Radio gave birth to the jingle once, a rhyme set to music, which is still a common type of radio commercial. The narrative commercial is usually in the form of a humorous dialogue, under the form of celebrity testimonials about the value of a specific brand. The celebrity claims personal use of the product and satisfaction with it.

The interview commercial, either with a legitimate customer, or humorously, with a pretend one, usually involves listeners imagination and support the product concept.

Effective radio advertising must comply with the listeners expectations. The commercial has the function of informing the consumers about the product or service and its benefits but also it entertains him through music, sound effects and humour.

Repetition of the brand name makes the listener remember it, and natural, conversational language work best in helping him to visualize the product and package.

Television combines sight and sound showing real action, being true to life. One way to buy time is through spot announcements that appear between programs, not within them; they can run consecutively forming advertising clutters. Another way to buy time is through sponsorship or participation. They are extremely expensive but they give the opportunity of controlling over a certain type of program.

The TV advertisers use several tools for making their advertisements efficient. One of them is the time of the day (time for reach men is Saturday and Sunday afternoons, children Saturday mornings, teenagers the late fringe period on Friday and Saturday nights, etc). Another tool is the selection of certain programs offering opportunities to advertisers (sports championship, multiepisode dramas, etc). The TV advertisement guidelines are similar to the

Radio ones: they focus on an idea that is reinforced audioly and visually. The advantage of showing action, keeps the viewers attention alive, and they feel that they are watching a story: how to do something, or how something works. The demonstration is a solution which is solved by the use of the product advertised, involving the consumer in a real life attitude.

EXERCISES:

I. Fill in the blanks the missing words: 1. strategy; 2. similar; 3. feature; 4. persuasive; 5. reason; 6. potential; 7. brand; 8. form; 9. objectives, 10. value; 11. consumers; 12. motivation.

The advertising plan leads to adopting an advertising a)__________. Its b)__________ will highlight the steps to be taken and the strategy will show the ways to reach them. The advertising strategy is the main idea of the message that goes to c)__________. Products in the same category are likely to be very d)________. It is important to underline a difference or a benefit, that is to capitalize on a e)_________ that will sell the product. Research should reveal why people like a particular f)________, or what they look for in that product category. Then advertising can be built on that idea that it should be strong and g)_________. Other advertisings use h)___________ as a strategy. They look for the real i) __________ that consumers buy certain products. Other stress image. still other believe it is the j)________ of the advertisement itself that provides the best strategy. Some specialists pretend that advertising doesnt just inform and persuade, but adds k)_________ to the product or service. It

supports the advertising objective of turning l)__________ consumers into actual purchasers.

II Make the following statements True or False after reading the text:

Promotion is one of the four components of any marketing strategy, the other three being product, place and price. Promotion itself is also considered to

comprise four elements: advertising, personal selling, sales promotion and public relations. Industries and organizations vary greatly with respect to the relative instance they place on the different elements in the promotion mix. For instance, in the cosmetics world Avon Products Inc. emphasizes personal selling while Revlon Inc. emphasizes advertising.

In declining whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial, and adoption. Promotion seeks to move prospective buyers through this process by informing, reminding, and persuading customers about an organization and its products.

It is important to keep in mind that elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each others impact on a potential customer. Each of the elements can play a particular role in achieving the promotion objective. For example, advertising may be the best way to create awareness of a new product, while sales promotions such as free samples may be effective and encouraging trial of

the product. Answering prospective buyers queries, however, requires personal selling. The relative importance of the promotion mix elements can vary over and certain forms of advertising or sales promotion may come in and out of vogue.

1. Marketing strategy comprises promotion, product, place and price. T/F

2. Advertising, personal selling, sales promotion, public relations are comprised in promotion activity...T/F

3. Awareness, interest, evaluation, trial, adoption are the four stages of prospective buyer evaluation when declining whether to buy or not.T/F

4. Informing, reminding and persuading customers about products they are aware of, represent an important strategy of advertisement....T/F

5. Promotion mix will complement and reinforce each others impact on personal selling.....T/F

6. Sales promotion may be effective and encouraging to create awareness of a product...T/F

7. Personal selling is required for answering prospective buyers queriesT/F

8. Forms of advertising and promotion may come in and out of vogue.T/F

III. Look into the dictionary for the specific terminology: and make sentences of your own:

A: price-cuts; free gifts; coupons; samples; cash rebates (money-refund offers) premiums; Consumer contests; consumer sweepstakes, additional product deals; trading stamps; consumer exhibitions

B. sales meetings; sales contests; point-of-purchase display; trade shows; store demonstrations; special services; dealer contests and premiums; dealer salespeople incentives

IV. Choose the best alternative to complete the sentences:

1. The task of the public relations department is to project the right___________for the company.

a) painting b) image c) picture d) drawing

2. When the product was launched they issued a press _________to all the news agencies.

a) escape b) issue c) release d) promotion

3.According to the code of practice, a public relations officer should not knowingly______________false information.

a) disseminate b) dissociate c) dispose d) dissolve

4. Some companies entertain journalists more __________than others.

a) lasciviously b) largely c) leniently d) lvisly

5. The use of such things as logos and colour__________helps to maintain a corporate identity.

a) schemes b) systems c) styles d) fashions

6. We need to liaise more with politicians and___________ servants if we want the government to agree to our plans.

a) official b) polite c) civil d) civilian

7. $2000,000 was _____________for the official opening of the new store.

a) set aside b) brought about c) set off d) laid up

8. Sponsorship can be an effective way of promoting____________towards an organization.

a) will b) goodwill c) willingness d) goodness

9. At a press reception dont _____________guests with irrelevant material.

a) overload b) override c) overtake d) overcompensate

10. The reception must be held at a convenient______________with good transport and parking facilities.

a) revue b) venue c) view d) venture

11. When making a presentation to a relatively small ____________an overhead projector can be invaluable.

a) asistance b) spectator c) audience d) congregation

12. Within a large organisation a well-designed___________-journal is an effective method of communication.

a) in-house b) home c) household d) plant

13. Participating in local events, such as carnivals, is a good way of developing __________relations.

a) common b) commonplace c) communal d) community

14. We used every __________of communication to get our message across.

) flow b) stream c) channel d) canal

15. We have to highlight our strengths and __________any weaknesses.

a) play up b) think through c) play down d) talk back

VI. Match the type of advertising with their description: a) informative; b) persuasive; c) collective /generic

- it involves publicising a type of product rather than a brand. This is often undertaken by trade associations. The use of collective advertising often indicates a product for which demand has been falling;

2. it is concerned with giving information, e.g. about timetables, changes in prices or new Government legislation

3. it aims to get people to buy a product in order to increase sales. Advertising of goods such as petrol is often included in this category because the competing products are virtually identical. It is often used to establish and maintain brand names. The term competitive is sometimes used to describe advertising, which aims to increase a particular firms market share.

VII. Match the specialized terminology with their definitions: 1. full service advertising agency; 2. communication research; 3. creative department; 4. copywriter; 5. layout; 6. storyboard; 7. setting; 8. closing date; 9. coverage; 10 spot; 11. avail, 12. commercial; 13. fringe; 14. slogan; 15. brand; 16. trademark; 17. market segmentation.

a)     evaluation of advertising effectiveness before and after a campaign

b)     the form showing planned placement of elements in a finished advertisement;

c)     layout for TV. It sketches the sequences of events in a commercial

d)     the number of potential radio listeners or TV viewers

e)     a time slot or availability purchased by a radio advertiser.

f)      An agency that handles a wide range of advertising and merchandising services, often all but personal selling

g)     Period before (early fringe) and after (late fringe) prime time

h)     a unique phrase identified with a company or brand

i)      Any word or symbol that identifies the maker of a product. It I protected by law.

j)      A name, a sign, symbol, design, term or combination of these that differentiate on companys products from anothers., one manufacturers product, so distinguished from others in the category.

k)     The advertising agency department that oversees all work on copy and illustrations

l)      Where a television commercial takes place

m)   A person who writes the words for print advertising and broadcast commercials

n)     Dividing the market into homogenous subgroups for the purpose of

o)     making marketing more efficient by focusing on appropriate target markets.

p)     The deadline for submitting finished advertising to the media

q)     A broadcast advertisement

r)      one unit of air time

EXERCISES

I. Match the missing words: 1. finance; 2. future; 3. profit; 4. securities; 5. allocate; 6. commercial; 7. activity; 8. corporation.

A company must allocate its available funds among various uses based on financial plans. Such plans assume that the funds spent will produce sufficient profit in order to pay interest on debt capital and to earn a satisfactory income on their equity capital. Another task of business finance is the management of a companys surplus funds. These are usually invested in commercial paper or in short-term notes or bills that pay interest. Proper analysis and planning are necessary to assure that the funds will be available where they are needed in the business at a future date.

Stock markets or exchanges are associations of brokers and dealers in securities who conduct business together. They facilitate the financing of business and government activity by bringing together the buyers and sellers of stocks and bonds. A corporation creates (issues) shares of stock to represent ownership claims in the corporation. Stockholders know that the value of their stock will fluctuate with the value of the assets owned by the corporation and with the business prospects of its operations.

II. The work of the wholesaler consists of buying goods from the manufacturer and selling them in small quantities to retailers according to their requirements. The retailer performs the last stage of the productive process, for it is he who puts the goods in the hands of the actual consumer. They both perform valuable functions which justify their existence in the chain of distribution. Separate their functions:

a)     Since many shops, especially those stocking a large variety of goods, order their suppliers in small quantities, it is not economical for each producer to sell directly to the shop, Such a practice would mean employing many salesmen and representatives, packing many separate parcels and making numerous transport journeys.

b)     Manufacturers abroad could rerely be bothered to ship small parcels to individual retailers or to undertake the foreign currency transactions involved. These tasks are left to a wholealer, the import merchant who is known and trusted. Often the import merchant goes abroad to establish and develop trade connections.

c)     Customers like the convenience of being able to obtain a good at a shop just when they require it. But such ready service means holding stocks. Often, however, the retailer has neither the facilities nor the financial reserves to do this. So he leaves it to the wholesaler, knowing that, should there be a sudden run of good, he can quickly obtain supplies from him.

d)     With many products, particularly vehicles and machinery, the manufacturers insist that the wholesaler provides an efficient maintenance service, such as minor repairs, periodic overhauls and carrying a range or spare parts. In this way both the manufacturer and the customer benefit. The former can guarantee quality of

e)     service and thereby preserves the reputation of his product, while the latter knows that his machines can be repaired quickly and efficiently by a local agent.

f)      In the course of his main business, the seller performs many services for the convenience of the customers, all of which help to build up goodwill. Where the good is not in stock, he will order it, and in other matters where contact with the manufacturer is necessary, the seller will often act for the customer. Thus goods are returned to the manufacturer for repair, or he himslf mai maintain a repair service.

g)     They take the goods to where it is most convenient for an easy reach of the customer. They are congregated together in the centre of most towns, though, with goods such as groceries which are in everyday use, small shops are often dotted around rsidential districts. Where customers are very dispersed, as in the country districts, the seller may have travelling shop of some form or another.

h)     He often advises the manufacturer, particularly as regards advertising and marketing the product. He himself can advertise, especially if the good is being imported from abroad. Moreover, he acts as a channel of information to and from retailers.

i)      What is the right good depends on the customer, for different people have different tastes, and what suits one may be undesirable to another. Thus having the right good depends largely on stocking different varieties of the good so that each customer can make his or her own choice, pay for it, and take delivery there and then.

j)      He maintains close contact with his customers. From them he discovers, either through a chance remark in the course of converation or by direct suggestion, how a good could be improved or what type of good people would like. This information finds its way to the manufacturer, who will probably act upon, and eventually the modification or the new good will be produced.

III. Match the following types of retail outlets with their description:

1. independents; 2. Multiples; 3. Supermarkets; 4. Hypermarkets; 5. Department Stores; 6. Co-operatives; 7. Mail-Order.

a)     Urban congestion, lack of adequate parcking space and rising rents out-of-town shopping centres to cater for the car-borne weekly shopper.

b)     Can be defined arbitrarily as organizations of ten or more shops. They can sell a particular sort of goods. Their chief advantages are that they can obtain the economies of bulk buying and centralised control, eliminate the wholesaler, invite instant recognition through their standardised shop fronts and establish a reputation through brand names.

c)     They sell by agency and illustrated catalogues, purchases ususally being arranged through weekly interests-free payments. Over one-half of all sales are accounted for by women clothing and household goods.

d)     They are mainly small shops with no other branches and they account for two-fifths of the total sales through shops. Yet, in spite of their advantages of individual attention to customers, handy locations for quick shopping trips, and the willingness of owners to accept a lower return of the benefits of being their own boss, they are steadily losing ground to the larger stores.

e)     They may be defined as self-service shops. While organisationally they would count as multiples, their share of the food trade warrants separate attention. They accounted for half th grocery trde and a third of total retail food sales. They secure the benefits of economies of scale, low labour costs, a clear and attractive display of merchandise and bulk buying to the extent of their own labelling. As a result they have highly competitive prices, allowing them to gain ground rapidly.

f)      Competition from multiples has forced them to alter somewhat the traditional picture of separate departments under the control of a buyer enjoying some degree of autonomy (which led to the epithet many stores under one roof). Instead, a more streamlined approach with an increasing degree of bulk-buying by central office, more self service and extended credit facilities, have allowed them to retain an important percentage of the market.

g)     A group starting trading by subscribtion. Profits are distributed to members in proportion to their purchases. They charge the current market price for their goods. This type of retailing is chiefly important in the marketing of agricultural products, where production is carried on by many small farmers.

IV. Match the following missing words in the text: 1. communicating; 2. wholesaling, 3. transactions; 4. managed; 5. distribution; 6. exchange; 7. digital; 8. information; 9. environement; 10. corporate; 11. service.

Electronic commerce is not a new concept. Companies and consumers have been using electronic media to conduct commercial a)___________ for years. To date, electronic commerce has been inhibited by high costs and complexity and the lack of standard applications for viewing and shareing b)_________ once connected. The Internet, specifically the World Wide Web, has changed this scenario radically. Connectivity over the Internet is cheap, increasingly secure and built on standards which make c)___________ with anyone a straight forward task. Now, Internet commerce - the d)_______________ of goods and services for value on Internet is evolving into a more cost-effective and powerful way to do business.

Business-to-business-commerce includes online e)__________, where business sell goods and services to other businesses on the Web. In Internet-based corporate f)___________, wholesaling merges into a system where individual employees make purchases of office materials and supplies using the corporate supply chain trading. Business work closely together via the Internet to automate and streamline the supply of goods for production and g)__________.

In business-to-consumer-commerce companies market physical goods to consumers online in a more personalized, dynamic h)___________. Business-to-consumers-commerce increasingly includes the delivery of i)_________ goods - software, electronic media, and information. Consumers also look more frequently to the Internet for the delivery of j)_________, including ticketing, reservations and financial services. In short, Internet commerce business-to business and business-to-consumer will dramatically impact the way goods and

services are k)__________, bought and sold all the way from from manufacturer to consumer.

V. Match the following specialised words with their definitions:

a) auction; b) access; c) capital; d) annual report; e) charge; f) bar code; g) agency; h) allowance; i) barter j) cost;

to obtain data from or to place data into a computer memory

the business carried on by a commercial agent.

a tax free amount that may be deducted before a particular tax is calculated

the annual accounts and directors report of a company issued to shareholders

method of sale in which goods are sold in public to the highest bidder

a bar consisting of an array of parallel rectangular bars and spaces printed on a package for sale in a retail shop.When a laser scanner is pased over the bar code at the retailers check-out till the price and description of the goods are displayed on the till screen and the computer-controlled stock record is simultanously reduced.

a method of trading in which goods or services are exchanged without the use of money

the total value of the assets of a person less liabilities

a legal or equitable interest in land, securing the payment of money.

an expenditure, usually of money, for the purchase of goods or services

Translate into English:

A.

a) 'Hartii de valoare' este un termen generic pentru inscrisuri - de regula transmisibile - care atesta ca posesorul lor este titularul unui drept reprezentand o valoare determinata. In sens restrans, prin hartii de valoare' se inteleg actiunile si obligatiunile.

Obligatiunile sunt titluri de credit reprezentand o creanta dintr-un imprumut pe termen lung consimtit unei persoane juridice emitente a acestor inscrisuri. Detinatorul poseda o creanta de o anumita sumaa pe o durata stabilita si remunerata printr-o dobanda determinata, fara a fi legat de rezultatele financiare ale debitorului. Exista si categorii speciale de astel de titluri, ca de exemplu obligatiuni participative - legate de beneficiile emitentului - sau obligatiuni convertibile in actiuni ale acestuia.

Este cunoscut ca guverne, organisme internationale (ca Banca Internationala pentru Reconstructie si Dezvoltare si banci regionale), societati industriale si comerciale, institutii financiare apeleaza in prezent pe o scara larga la acest mijloc de finantare. Hartiile de valoare pot fi:

-titluri la putator (titles on bearer) a caror simpla posesiune valoreaza titlul. Aceasta este forma cea mai larg raspandita, oferind avantajul transmiterii (conveyance) directe, neconditionate.

-titluri nominale, care confera drepturi numai persoanei pe numele careia sunt inscrise in evidente speciale, putand fi transmise doar daca sunt intrunite anumite conditii si se indeplinesc o serie de formalitati.

Hartiile de valore pot fi manipulate direct de detinator sau se pot constitui in depozit la firme specializate, care le administreaza conform dispozitiei titularului. Negocierea acestor inscrisuri se face in general in cadrul burselor de valori.

B. Sistemul de conducere a activitaatii economice a cunoscut mai multe etape. La inceput, proprietarul, detinatorul de capital conducea intreprinderea, organiza productia, asigura aprovizionarea tehnico-materiala. Managementul acestei etape se baza in principal pe intuitie, bun simt, traditie si experienta, avea prin urmare un caracter predominant empiric.

Cresterea complexitatii productiei, a concentrarii acesteia conduc la un proces de dedublare: conducerea laturii tehnico-organizatorice este lasata tot mai mult pe seama 'functionarilor specializati in managementul financiar'.

O etapa caracteristica economiei contemporane este concentrarea intr-un grad extrem de inalt al capitalului, dezvoltarea informaticii, caracterul tehnologiei. Treptat, se dezvolta institutia manageriala a cunoscatorilor profesionisti ai productiei.

(Ion Petrescu; Erno Domokos-Management General- 1993, Editura Hyperion)

XI. Translate into English

A. Compania de Bere Romania a desemnat o noua agentie de publicitate pentru marca Ursus Focus Publicis. Decizia este rezultatul unei analize profunde a pietei de publicitate, pe durata a doua luni si a licitatiei la care au participat 8 companii de advertising. Decizia face parte, de asemenea din politica CBR ca agentiile cu care colaboreaza sa fie reinnoite dupa o anumita perioada pentru a surprinde mereu consumatorul prin noutate si originalitate.

B. Doua noi branduri de cafea vor fi promovate printr-o campanie de comunicare integrata care creaza atmosfera unica a tarii de origine a cafelei: o Brazilie autentica, traditionala. Campania de lansare a lui Amigo Especial si Amigo Tradicional a fost conceputa si dezvoltata de agentia Tempo Advertizing. Aceasta decizie a fost luata ca urmare a studiilor de pe piata cafelei. Cafeaua macinata si ambalata are o pondere de 49% din aceasta piata si de aceea s-a hotarat extinderea investitiei pe acest segment.