Direct Response Advertising in Romanian Dental Field: A Qualitative Analysis

Romanian

dental

industry

is in its initial stage of development, while the market has a huge potential for future growth. Hence, the advertiser from this field should integrate direct response with image based advertising for reaching more efficiency and effectiveness. The paper aims at identifying the degree of direct response advertising vs. image advertising, as a marketing tool for dental services and products. The assessment will be distinctly processed by different types of products. Moreover, the study tries to draw some correlation between dental market development and the above mentioned rate, during the latest five years.

The performed research is a qualitative one, based on content analysis of 748 advertisements, published in professionals’ magazines, between 2006 and 2010.

The research outcomes reflect a balanced advertising for materials, equipments, services and reveal strong image advertising for the dental products end-users. The economic crisis has changed the pattern in dental advertising, mainly by emphasizing rather on emotion than on rational reason.