THE IMPACT OF NONTRADITIONAL ADVERTIZING USED IN DOMESTIC MARKET

Tatiana GAUGAŞ Academia de Studii Economice din Moldova

Аннотация

In modern society, non-conventional advertizing have become a popular means of grabbing attention and differentiation. Theoretical studies of non-traditional tactics in advertizing reason a comprehensive analysis of the issue, yet there are no complex studies that would reflect consumer reactions to untraditional advertizing in social and commercial advertizing context and there are no models developed on the basis of their results in the marketing literature. The aim of this article is to provide an analysis for the impact of untraditional advertizing on consumer behavior in Republic of Moldova. Keywords: untraditional advertizing, shock tactics in advertizing, guerilla marketing, social advertizing, commercial advertizing.