Abstract:
In this paper there are a series of unique and practical approaches for enhancing the promotional and sales performance aspects of a firm . The promotional and advertising policy is based on introducing and sustaining the perception, idea, and the awarness of the consumer for the product/service in cause. Nowadays, lateral marketing increases its presence in the emergent and stable markets. The trend consists in product diversity and quantity, scale economy in which the share of fixed costs is decreasing, strong advertising and creating brands.The most important actors in the retail and FMCG markets are multy nationals that make a strong statement in the offer of consumer goods. To complete the marketing mix the actual sale,with different forms and features, is necessary.

Authors:

Vlad Constantin MARINACHE, Roxana TULEA – IONITA
University of Bucharest

Keywords: Promotion, advertising, marketing mix, sales

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THE PROMOTIONAL-COMMUNICATION POLICY OF THE COMPANY