MARKETING COMMUNICATION TOOLS USED IN SERVICES ACTIVITY

Transport, tourism, insurance, banking, medicine a.s.o., all the tertiary sector activities needs a marketing approach. Efficient marketing can mean sell the services and generate loyalty from the clients. The marketing communication in tertiary sector is very important but more difficult to be realized, because the services are intangible and the clients cannot see or touch them. Informing the clients about certain services ’ offers or certain economic organizations and influence theirs feelings is not an easy task. Key words: marketing, services, communication, promotional tools. Communicating about the service is not an easy task. Service can be described it, but advertising stands its best chance of succeeding in the field of connotation and feelings. In services economic sector, the tools used in case of promotional policy of the marketing mix depends of every type of activity. In tourism, promotional policy involves big efforts concerning the information customers ’ process about certain supplies which can satisfies tourist consumers ’ needs. Advertising has two main functions: informing the tourists and inducing to buy tourist products. It’s proper to extern marketing concept. Choosing advertising channel is a process that must considering some of the fallowing criteria: −- compatibility with the target audience (organizations or tourist public); −- compatibility with the product (mass-products or luxury products); −- compatibility with the type of commercialisation tourist products; −- style of message (connotative or denotative message); −- expected response-time. The most used vehicles of tourist advertising are the fallowing. Printed materials (tourist or travel brochures, tourist guide-books, tourist folders etc.), specially used to inform the potential tourists clients (giving advices and useful information), printed in bright colours, presenting the tourist attraction in a good and advantageous position, in the assembly decor. The hotelkeepers, travel agencies, travel associations, tourist offices a.s.o, offer these materials