ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
2. the message is listed to in parts, not entirely; practically succeeds in drawing attention, but the
listening and understanding of the message is superficial.
3. the message presents interest and it is listened to with attention. But the listening is a
consequence of curiosity, without any desire to understand the message.
4. the message is interesting an then the empathic listening 3 takes place, a careful listening of the
message in order to really understand it. Careful though: this type of listening does not imply that
the public totally agrees with the message, just the opposite: this type of careful listening offers to
the public the possibility to gather all the information that subsequently will analyze and only after
that making an opinion regarding the transmitted information. A more profound listening gives
bigger chance of better understanding the sent information. A message is not only made out of
words. The specialists say that we can communicate 70% through body language, 23% by the tone
of voice and the sounds we use and a 7% through words 1 . That is why the empathic listening is
very important, because it implies a more profound understanding of the information supplied
through different and various ways.
Financial advantage; the advantage of lowering the tension (pressure) to the brain
This type of commercial, the one that we were talking about before, has a huge impact over
the public. The message reaches the addressee/ recipient very fast and the information is concise
and to the point, what it is being transmitted is what counts and what interests the consumer: the
product and the comparison between the old price and the new. This is even more important as the
process by itself is being realized in a very dynamic environment, characterized by continuous
change, an environment that does not allow the waste of time; every second counts and then time
becomes very precious, and the access to information has to be fast and easy. The public is fired at
with a lot of information from all over and through all the channels, as such being almost
impossible to gather and assimilate all the data. Some shortcuts 2 are in order and really necessary
in order to handle this environment. These shortcuts have the advantage of spearing the public from
the task of gathering information that subsequently has to analyze (that being practically impossible
taking into consideration the large volume of received information).
In fact these shortcuts give to the public the possibility of having the information already decoded,
leaving only the possibility of accepting or refusing the offer. This way the public has a financial
advantage but, in the same time, has also another advantage: lowering the tension to the brain 2 .
In fact the transmitted message is a simple one: the public has the possibility of saving some money
but in the same time can save time and reduce the brain activity necessary in order to make up one’s
mind. Everything goes down to accepting or refusing the offer.
The principle high price = great quality
Many times the public identifies the price with the quality of the product: what is expensive
is god; there is a very well known mentality according to which “to give money’s worth”, meaning
that if a product is cheap its quality is low while an expensive product reflects its high quality. This
principle applies also in the case of commercial campaigns that have as main idea sales (lower
prices). In fact the sale at lower price gives the public the possibility to have access to a superior
quality product at a price under the initial value. Always the sales commercials will present the
product first, together with some essential characteristics to bring out a sensation of superior quality
that justifies the high price of the product, in order to further refer to the discount of which the
public can take advantage. Passing through from the idea “expensive=god” towards” getting your
money’s worth” is somewhat easy and logic, explaining like that the choice of taking advantage of
the discount and buying a quality product at a much lower price. This is being done exactly in order
to create in the mind of the consumer the idea of expensive product, and as such of good quality, at
a very convenient price.
444