Resumen de Multidirectional communication in Romanian phone campaigns
The phone industry is by far one of the richest service categories given audience variety and the brand offer on the Romanian market. Several arguments support this idea as follows: first, phone companies usually develop several communication campaigns each year; second, their target is highly segmented according to various criteria; third, communication strategies and commercial formats for the same brands appeal to different kinds of consumers; fourth, accurate positioning not only reveals clear consumer insight, but also properly manages brand capital.
This paper aims to discover why phone brands specifically communicate their image on a receptive market by using multidirectional strategies and comparing with other product and service categories. To achieve this, we analyzed TV advertisements that have run in Romania during the last five years and belong to the most important global and local phone networks. A major selection criterion was the commercial format, which refers to the way in which the brand message is conveyed. For instance, story of any kind establishes a very strong relationship between consumer and brand, while other types of communication are not so effective in this area of communication.
Phone network campaigns clearly emphasize that brands should consider consumer attitude, the local market, competition and, last but not least, technology. Therefore, the most effective multidirectional messages address first to diverse targets and depend on global-and local-level market demands. From another perspective, phone campaigns highlight the social and emotional involvement of consumers that are strongly related to communication in a transitory and glocalized society such as Romania.
