"Exploring Privacy-related Aspects Of The Consumers' Direct Approach "

Abstract

Organizations design marketing communication campaigns by using both the‘traditional‘ (press, radio, television, outdoor) and/or direct media (mail, telephony, mobiletelephony, and the internet),in order to attract the consumers and determine them to buy or beinterested in the company's products, services and/or brands. Consumers are concerned about howthe personal data they provide to organizations, as a response to the marketing campaigns theywere exposed to, is captured, processed and employed. The paper explores some aspects related toconsumers' attitudes towards the disclosure of personal data to companies and public entities, theassessment of aggressiveness and their perception about privacy in relation to the directcommunication tools they were approached by - and presents the results obtained at the level of asample including Romanian consumers.