Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care,...

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,...

The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client’s demands. Besides, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in creative department. Extrinsic and intrinsic...

Brands' perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care,...

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:...

This article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running...

During the last 20 years, Romanian Advertising often paid attention to the popular culture features developed in Communism, because they are the ones that reflect consumers’ lifestyles, profiles and values still alive in our society. It is captivating to notice how many brands took advantages...

This article aims to research how global and local brands managed their image according to traditions and values shared by Romanian target during the Christmas Holiday, a special time for everyone all over the world. Our research focuses on TV ads broadcast (40 spots) in Romania in December...