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Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 - Istocescu, Amedeo – Management compare internationals, Bucureşti, Editorial ASE, 2005 440
Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 PRINCIPLES OF COMMUNICATION IN ADVERTISING Paicu Claudia Elena, phd. Student, univ. assistant, Academy of Economic Studies, Bucharest ABSTRACT When viewing a TV spot or listening to a commercial on the radio or even when reading a magazine and seeing a graphic illustration, the public desires to receive a message with useful information, necessary in order to satisfy its own needs. In fact the sole purpose of a commercial (as an instrument of marketing) should be exactly that of transmitting useful information that can change something in the life of the consumers (a change for the better) in order to increase the profit of the organization. However many times the commercials turn into endless monologues, where the accent does not underline the aspect in which the consumer is interested in, but on the feature that places the product or the service in a favorable light; so, what counts most disappears: establishing a connection with the public. The modern society is a society of communication. Advertising is part of this society. As such in advertising, we can also find some of the communication principles that I will discuss in this paper. Introduction Advertising is a synthetic form of marketing through which the process of communication between the organization and public is realized, representing in fact the most powerful instrument within the promotional mix of the company 4 . Through advertising, the public has access to different commercials that are promoting the image of an organization and its products, the commercials are presented, with a cost, through different and various media type of support 6 (by radio, by television, by press, by internet, outdoor – outside advertising, by phone). The final purpose of advertising is that of promoting, informing and getting the public enthusiastic in connection to a certain product or service. Throughout time the society has evolved, has registered various changes. The modern society, the one that we are living in today, is a society of communication. Advertising is part of this society. Still it appears that this area is confronted with the biggest crises suffered over the years. Even though the society has registered an extraordinary leap, the advertising has suffered as a consequence of this evolvement. At a first glance the phenomenon cannot be explained, but when looking at it more carefully it makes sense. As I was saying earlier, we live in a modern society, a commercial society. The public is fired at with an enormous volume of information through all the communication channels that the society has at hand: hundreds of TV channels and radio stations, thousands of magazines, newspapers and various publications, by phone and now by cellular, internet. The final purpose is the same: to engrave in the mind of the consumer the image of the organization and of the respective brand. Advertising is therefore, the instrument through which the organization comes in contact with the public, transmitting certain information, and the brand represents the way that the public identifies the organization. Specialists say that we are living in a landscape of brands. They also say that a study has been made and according to the obtained the results a third of the worlds’ wealth is in the minds of the people, taking the shape of brands 7 . The consumer is fired at daily with an impressive number of commercials. As a response to this aggressive form of advertising and invasion of privacy, people 441
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ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

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