Abstract:
Advertising helps to establish
a set of assumptions that the consumer will
bring to all other aspects of their
engagement with a given brand. Advertising
provides tangible evidence of the financial
credibility and competitive presence of an
organization. Persuasion is becoming more
important in advertising. In marketing,
persuasive advertising acts to establish
wants/motivations and beliefs/attitudes by
helping to formulate a conception of the
brand as being one which people like those
in the target audience would or should
prefer. Considering the changes in lifestyle
and eating habits of a significant part of the
population in urban areas in Romania, the
paper aims to analyse how brands manage
to differentiate themselves from
competitors, to reposition themselves on the
market and influence consumers, meeting
their increasingly varied needs. Food brands
on the Romanian market are trying, lately,
to identify new methods of differentiation
and new benefits for their buyers. Given that
more and more consumers are becoming
increasingly concerned about what they eat
and the products’ health effects, brands
struggle to highlight the fact that their
products offer real benefits for the body.
The advertisements have become more
diversified and underline the positive
effects, from the health and well - being
point of view, that those foods offer (no
additives and preservatives, use of natural
ingredients, various vitamins and minerals
or the fact that they are dietary). Advertising
messages’ diversification is obvious on the
Romanian market, in the context of an
increasing concern of the population for the
growing level of information of some major
consumer segments.
