MODERN APPROACH OF ARTISTIC AND PERSUASIVE MARKETING COMMUNICATION

Persuasion sparks interest among the general public and marketers. Persuasive strategies activate discourses on responsible and sustainable business. This is an interesting phenomenon that needs to be studied, explained, and understood in order to destroy the myth among consumers. The purpose of this paper is to explore influence techniques used in marketing communication in order to test and develop a theoretical approach of art implication as a persuasive tool. This article, based on a secondary source case study, is reviewing the influence of art on consumer behavior. Related results from persuasive literature and survey results, based on 689 respondents, mainly from Romania, indicate that persuasive power has an impact according to the style of communication. Some advertisements try to increase persuasiveness, as a company’s marketing communication needs to appeal to ethics and morality. Art represents “one of the world’s most sacred cultural resources”. Different categories of artwork are mentioned, as well as their degree of cultural recognition. Art and persuasion are also the main principles for luxury retailers. After a conceptual framework, we developed a study that embraced art and science. Studying art as an influence technique represents interest among marketers, as a notoriety topic, not enough studied. The implications and findings of this research suggest that persuasive techniques based on art require continued research. This paper helps to place this subject in a proper perspective and clarifies much of its confusion. The results advance specialty theory and provide insights for marketers. JEL Classification: M31, M37, M3

A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model

The country image has an important role in present period of globalization. However, image modeling, as a holistic concept based on various marketing communications techniques, has been tangentially analyzed over time. This study aims to explore the influencing techniques used in marketing communication in a complex analysis from a traditional to a modern approach with respect to the country's image. The measuring of a multi-dimensional construct of modeling a home country's image was tested with the implication of image of city, corporation, product, and personal as well as digitalization process. This research outlined various marketing communication techniques at different levels. The impact of image of a city, corporation, product, and person image on the home county image was significant. This editorial adds a contribution to the scientific literature's body of knowledge. It can be concluded that marketing communication techniques that manage image of a place, corporation, product, and person imply a positive effect on the home country's image

Integration of Circular Economy Principles in Consumer Behaviour for Electrical and Electronic Equipment

The electrical and electronic equipment market (EEE) is a growing one due to technological developments and innovation. The present paper captures the consumer behaviour regarding the purchase, use, and disposal of these types of equipment in the light of the transition to a circular economy. To illustrate consumer perception and attitudes towards EEE products, we conducted quantitative marketing research on a sample of 1005 urban respondents, representative by gender, age, and size of locality of residence. The research results show a rather rational consumer profile in relation to EEE products, but depending on the category of equipment, their involvement in repair, recycling, or reuse actions is different. There is also a relatively low willingness of Romanian consumers to access second-hand EEE products. The article proves its utility by proposing a set of measures to improve the circularity of EEE products, in which both EEE producers and consumers actively participate

Soil Reclamation of Abandoned Mine Lands by Revegetation in Northwestern Part of Transylvania: A 40-Year Retrospective Study

Mining activities for mineral resources over the years have resulted in major soil damage. Due the removal process of desired mineral materials, soil textures have been destroyed, various nutrient cycles have been disturbed, and microbial communities have been altered, affecting vegetation and leading to the destruction of wide areas of land in many countries. Therefore, soil restoration of abandoned mining lands became a very important part of sustainable development strategies and also prescribed by law in several countries. The main aims of this study were to develop an ecological land restoration strategy to the degraded lands due former kaolin, quartz sand, and iron mining located in Aghireșu and Căpușu Mare in Cluj County, in the Northwestern part of Transylvania from Romania and monitor soil quality changes over 40 years. To assess the effectiveness of soil reclamation of mine lands, 30 soil profiles were examined and 450 soil samples were collected from three depths (0–20 cm, 20–50 cm, and 50–80 cm) and subjected to physical and chemical analyses, and compared for their sustainable and beneficial use. All the proposed plant covers (natural grassland, pasture cover, black locust, Norway spruce, and scots pine) significantly improved the overall soil quality with the increasing years of reclamation following various patterns. Pasture cover most significantly enhanced the soil’s microbial activity, organic carbon, nitrogen, phosphorus, and potassium content followed by natural grassland. The results of this study show that considerable changes in soil quality was reached by revegetation of these abandoned mine lands restoring their ecological integrity and self-sustainability

Genetic Testing for Familial Hypercholesterolemia in a Pediatric Group: A Romanian Showcase

Familial hypercholesterolemia (FH) is a genetic disease marked by high levels of LDL-cholesterol. This condition has long-term clinical implications, such as cardiovascular events, that are evident during adult life. Here, we report on a single-center cross-sectional showcase study of genetic testing for FH in a Romanian pediatric group. Genetic testing for FH was performed on 20 Romanian pediatric patients, 10 boys and 10 girls, admitted with LDL-cholesterol levels over 130 mg/mL to the National Institute for Mother and Child Health “Alesssandrescu-Rusescu” in 2020. Genetic testing was performed using the Illumina TruSight Cardio panel. We identified pathogenic/likely pathogenic variants that could explain the phenotype in 5/20 cases. The involved genes were LDLR and APOB. Clinical signs that suggest the diagnosis of FH are scarce for the pediatric patient, although it can be diagnosed early during childhood by lipid panel screening. Prevention could prove lifesaving for some of these patients