GENERAL ASPECTS OF USING NARRATIVE MARKETING IN THE PROMOTION OF LOCAL PRODUCTS IN MEDIA AND SOCIAL NETWORKS

Abstract

This work proposes to reveal the importance of promotion of agricultural products in the mainstream media for costumer retention and attracting new markets. The complexity of this reality is being reflected in the diversity of studies and programs proposed by the European Union through the Common Agricultural Policy with the target to promote local products. Another fact that proves the previous point is the plentitude of specialists in marketing who are being attracted more and more by direct marketing, achieved trough social media.

Keywords

• Storytelling, mass-media, The Common Agricultural Policy, social media/networks