Author Archives | madalina.moraru

Strategies of Drinking Beer from Traditional to Experiential Marketing – Bergenbier Case Study

This paper aims to discuss interesting experiential strategies of a specific European beer brand (Bergenbier) that maintained the balance between traditional and experiential marketing.

My hypothesis is that the relationship between both types of marketing should be analysed from two angles: either commercials no longer focus on product features, but rather on events; or the experiential market is very well mirrored in ads. Additionally, this paper points out the levels of brand development that succeeded in engaging consumers so much that they found a new way to spend more time together, thus building a community. The aim is to make a comparative analysis between traditional marketing promoted by 50 TV campaigns (broadcast between 2004 and 2012) and experiential marketing events during the same interval. Basically, this paper seeks to analyze the relationship between traditional and experiential marketing, relying on the examples provided by Bergenbier campaigns, and to improve experiential strategic modules (according to Bernd Schmitt, shortened to SEM) by explaining their cultural dimension.

  Strategies of Drinking Beer from Traditional to Experiential Marketing - Bergenbier Case Study (323.3 KiB, 3,658 hits)

Posted in Economics, Volume IV, Issue no. 1Comments Off on Strategies of Drinking Beer from Traditional to Experiential Marketing – Bergenbier Case Study

Romanian Advertising between Specificity and Globalization. A Comparative Analysis of Local and International Brands

Advertising today has conquered national boundaries, reaching consumers everywhere; however, local commercials retain their cultural background, combining global and local features. This is the new “glocalization” phenomenon, or the specificity of globalization. During the past two decades, Romanian advertising developed spectacularly, making up for the time it was forbidden. Life-styles, consumer insight, economy and market dynamics changed the relationship between global and local advertising. Today, national advertising promotes surviving pre-Revolution brands, new, post-1990 brands, and international brands adapted to the local market. This chapter analyzes the local and global features of Romanian TV commercials for national and international brands according to the following criteria: positioning, visual/ verbal identity, social/cultural background.

  Romanian Advertising between Specificity and Globalization. A Comparative Analysis of Local and International Brands (445.2 KiB, 3,485 hits)

Posted in Economics, Volume II, Issue no. 6Comments Off on Romanian Advertising between Specificity and Globalization. A Comparative Analysis of Local and International Brands