%0 Journal Article
%T Promotion Strategy Specific to Organizations Participating in ¡°Back to School¡± Program
%A Irina SUSANU
%A Nicoleta CRISTACHE
%A Sofia DAVID
%A Liljana ELMAZI
%J Annals of Dun£¿rea de Jos University. Fascicle I : Economics and Applied Informatics
%D 2009
%I Dunarea de Jos University of Galati
%X Romania¡¯s stationery market records a growth rhythm of about 10-15percent per year. For the beginning of school year 2007-2008, organizations ofthe type forecast a growth of 25%. During the top period, stationery sales growgenerally with about 800-1000 % in comparison with a habitual period of theyear. For distributors, the season of school stationery lasts from July toSeptember, a period where it is accomplished 20-25% of the entire yearturnover. All these events unfold rapidly in a relatively short period of time, 2-3months for distributors and a month for retailers, producing a real storm in theframe of their management. In order to deal with ¡°shopping fury¡± specific to thetime before the school beginning, organizations of the field are in the positionof applying a series of communication strategies. The purpose of this work is tohighlight a practical example of communication plan specific to organizationsinvolved in ¡°back to school¡± program.
%K advertising
%K creativity
%K rules
%K print
%U http://www.ann.ugal.ro/eco/Doc2009/IrinaSusanu_NicoletaCristache_SofiaDavid_LiljianaElmazi_AlexandruNedelea.pdf