Fuqia e reklamës mbi shitje: Sfidat e industrisë së duhanit në Shqipëri
The power of advertising over sales: The challenges of the tobacco industry in Albania

Summary/Abstract: Enlarging the customer base often requires that businesses should go beyond the creation of brand preferences and customer loyalty. In the XXI century, consumers do not just consume – they create preferences. Importantly, they connect emotionally with the brands that fit their actual or desired life style. However, previous research has indicated that consumer’s choices for different brands and their decisions for purchases are mostly directed by trust. Therefore, the only reality that is important in the today’s market is the position of brands in consumer’s mind. Advertising, as one important communication tool, has enabled marketers throughout the years to create this trust through their advertising images. Focusing on this impact that advertising has( especially in the long run), the aim of this paper is to explore whether the law that forbids the advertisement of tobacco products has had an impact on the sales of this industry during the past years in Albania. To explore this impact, this paper has extensively used academic studies on advertising and marketing; the law on tobacco related products advertisements in Albania; information gathered from tobacco companies that operate in the country; as well as, data of imported tobacco products during the last years in our country.

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