ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
Conclusions
Advertising, or “publicitate”, as it was translated into Romanian, is one of the most
important instruments that the organization has in order to promote its image, products and services.
Advertising is one of the most common methods, the means of realizing it being numerous and
various as the transmitting channels are. So, if in the past we were talking about radio and
television, now we can talk besides them about press, outdoor, telephone, mail. In the near future
we will probably be able to speak of many more, because we live in a developing society, thirsty of
knowledge and new.
Advertising was and still is a very used instrument, which in time has got into a routine. So,
advertising finds itself in a difficult moment, that needs to be surpassed. As such advertising does
not have to bore when presenting a subject, in the contrary, it has to arouse and draw interest,
transmitting a certain emotion, a certain state of spirit. In these conditions we are talking of a new
concept of advertising that has to impress not by the volume of information transmitted, but by the
emotions generated within the public.
We can talk about an advertising of sentiment, the commercial being based upon certain incentives
that will launch certain emotions and then certain reactions.
Of course in order to be able to initiate this type of reactions within the public the consumers needs
and desires must be very carefully analyzed. In fact advertising comes as a response to the publics’
needs. This type of commercial has a great impact over the public. The message is transmitted very
fast to the addressee and the information is concise and to the point, what it is being transmitted is
what counts and what interests the consumer. For that reason from all the daily received messages
through various channels, the public only memorizes what interests him, what really respond to his
needs. Of course a commercial has the purpose of influencing the consumer behavior of the public
(in the sense of increasing the sales) and is normal that the product be presented in a favorable light,
but the public does not have to be lied to. If a product has an extraordinary campaign but that
product leaves much to be desired, the public will not buy that product a second time, even if the
commercial is very well done. Is best, that through advertising, for truth not to suffer any
modifications, eventually presenting the good points of the product, leaving the weak ones aside, in
order not to lie to the consumer. In fact the success of advertising consists in the ability to influence
the public, even manipulate it, through the interpretation of the information connected to the
publics’ desires, in these conditions placing the product or the service in a favorable light, without
leaving the impression that is manipulating or influencing in some way. Careful though: once he
realizes that he is being lied to and manipulated, the consumer will refuse to listen to any more
messages and so the communication process will be stopped.
References
1. Bălănică S., Comunicare în afaceri, Editura Ase, 2003
2. Cialdini R. B., Psihologia persuasiunii, EdituraBusinesstech, 2004
3. Covey R. S., Eficienţa în 7 trepte. Un abecedar al înţelepciunii, Editura All, 1996
4. Hristache D. A., Comunicare corporativă, Editura ASE, 2004,
5. Mucchielli A., Arta de a influenţa, Editura Polirom, 2002
6. Nicola M.,Petre Dan, Publicitate, Editura SNSPA- Facultatea de Comunicare şi Relaţii
Publice, 2001,
7. Newman M., Salturi Creative. 10 lecţii de advertising eficient inspirate de Saatchi &
Saatchi, Editura BrandBuilders
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