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MANIPULATING CONSUMERS THROUGH ADVERTISING

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Author(s): Nicoleta -Andreea Neacşu | Dana Boşcor | Codruţa-Adina Băltescu | Anca Madar

Journal: Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
ISSN 1844-7007

Volume: 4.I;
Issue: 4.I;
Start page: 187;
Date: 2012;
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Keywords: advertising | manipulation techniques | subliminal messages | mental orders | commercial practices

ABSTRACT
Marketing communication has evolved steadily in the direction of increasing complexity and increasing volume of funds needed to run their own actions. More than ever, consumers are exposed to an overwhelming variety of sources and communication tehniques, the information received being numerous, diverse and polyvalent. The desire to make more efficient the marketing communication activity urges the broadcasters to encode messages, to use effective means of propagation in order to obtain a high degree of control on receptors and to influence the consumption attitudes. Between the means used for this purpose, manipulation tehniques are well known. This paper highlights the main conclusions drawn as a result of a quantitative marketing research on the adult population from Braşov in order to identify the attitudes and opinions of consumers from Braşov regarding the manipulation techniques used by commercial practices and advertising.The results of the research have shown that 82% of the respondents buy products in promotional offers, and 18% choose not to buy these products and 61% of the respondents consider that they have not been manipulated not even once, while only 39% believe that they have been manipulated at least once through advertising or commercial practices. Advertisements on TV have a strong influence on consumers, 81% of the respondents considering that at least once they have bought a product because of a TV commercial.
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