Abstract

The paper entitled “Discursive Strategies in Online Promotion” exposes aspects related to online promotion using different types of discursive strategies. Considering the spectacular development of the World Wide Web, but also the time spent on the whole in the virtual environment, online promotion should be used by all companies, no matter the field. The main objective of this paper is to highlight the need and efficiency of online promotion, by analyzing some methods and strategies used in promotion campaigns. Firstly, we will present and apply the advertising campaign plan on the product promoted. Secondly, we will focus on some types of online advertising suitable for our product, and thirdly, we will design a form of advertising message, based on the objectives already established in the advertising campaign plan.