摘要：The consumers’ life environment has become more and more invaded by advertising communications. The considerable investments in advertising and publicity activities must be identified in the positive modifications of consumers’ behaviours,under cognitive,affective and conative aspect. The publicity actions will be well perceived by consumers only if they are in accordance with their socio-cultural environments,their values and life style,in general,and with the particularities of certain specific segments. The article presents the results of a research focused on the manner in which certain multinational companies with their activity in Romania,through their promoted communication politics,have the capacity to understand and positively influence the attitude of the target segment,determining the potential consumers to try the new products,thus modifying the purchasing traditional patters. In parallel,we analyze the manner in which some companies which activate in Romania have adapted their promotion politics,arbitrating between the standardization of communications and/or their particularization,according to the socio-cultural specific of the Romanian consumers.
