Advertorial is a common form of advertising in the media, due to its characteristics who recommend it as an effective alternative communication. Character fair, apparently objective provided by the wording and presentation gives it a greater credibility than if an ad. If periodical women press, advertorial borrow a set of specific features of traditional advertising (ad) such as, for example, the weight of the image in relation to the text. This study is an overview of the differences between the ad and the advertorial to highlight the advantages of the latter in the context of mutations in the advertising market. Also, it is analysed how advertorial is used in the specialized press, and precisely what are the differences dues to the dissimilitude of the target audience of each magazine. The study is applied to two Romanian women's magazines, different in profile readers, and is based on their monitoring in a given period, the content analysis of all advertisements and a quantitative analysis of recorded data. The results highlight how advertorial is adapted of reading public profile, especially what are the main criteria that distinguish the two magazines regarding the advertorial use. It is about the object promoted, areas promoted and format used for advertising.

Clothing is the second important category of products sold in Romania through the Internet. The number of online buyers is increasing although not up to values registered in other European countries. This raises the question of the reasons for reluctance or poor use of online purchases and of the behaviour of those who still buy clothes online. The article focuses on presenting the results of a study conducted in one of Romania counties in 2016. Data is supplemented with information obtained from secondary sources, namely a national study conducted in 2014. We identified characteristics of Dambovita residents regarding the factors of influence, brakes on purchase and the actual online purchase behaviour.

The article discusses the subject of pupils’ attachment to the specialization and the educational institution to which they are enrolled, through the perspective of a double approach: pedagogical and marketing. In both cases, the content of the concept, its role and the means by which it can be supported are presented. At the same time, the theoretical approach is completed by a case study on educational institutions in a locality in Romania, following the way in which the marketing strategy is used to increase the degree of attachment of pupils to these institutions.

In a continually changing world, marked by the exacerbation of the competitive struggle, the companies’ management need to constantly analyze the field in which they run their activity to obtain information allowing them to elaborate competitive strategies in order to maintain or increase the companies’ profitability. To attain this goal, the companies need to understand the activity field in which they are running their activity, the existing and potential competitors, customers, suppliers etc. In the present article, we aim to analyze the competitive strategies in the Romanian lighting product market. We have chosen this field due to the dynamism and the competition for finding highly efficient solutions for lighting. The intended analysis represents a possible case study in this field.