Perspectives of using Augmented Reality in Promoting Companies' Activity

• Author: Dovleac L. - Szakal A.C. - Trifan A.
• Position: Transilvania University of Brasov - Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 9-14

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 12 (61) No. 2 – 2019

https://doi.org/10.31926/but.es.2019.12.61.2.1

PERSPECTIVES OF USING AUGMENTED REALITY

IN PROMOTING COMPANIES’ ACTIVITY

L. DOVLEAC1 A. C. SZAKAL2 A. TRIFAN3

Abstract: The paper aims at determining the attitude of the managers of

companies from the center of Romania, with a turnover of more than

100,000 euros, regarding the collaboration with the Transilvania University

of Brasov in order to create a p romotion catalog that uses augmented

reality. During the research, the degree of knowledge of the augmented

reality concept was identified, as well as the opinion of the subjects

regarding the a ttractiveness, the effectiveness and utility of this technology

in promoting the company’s image and activity.

Key words: augmented reality, marketing research, promotion, online

catalogue.

1. Introduction

Currently, the great potential of the online environment is mainly used in advertising.

Although offline advertising tools are not so widely used nowadays, some companies

use offline media such as catalogs, magazines or brochures to promote a site or even an

online application. Regardless of the environment in which a message is transmitted, in

order to be ideal, it must "attract attention, arouse interest, stimulate the appearance of

desire and give impetus to action (the AIDA model)". The content of the message should

include "a unique selling appeal, theme, idea or proposal (PUV)" (Lefter et al., 2006).

Using the Internet will offer more benefits to consumers than companies because they

will be able to customize their desired product, increase price transparency and

customers will no longer be bothered by the large number of ads. There are advantages

for companies that will adapt to technological progress, but also disadvantages. The

Internet development can also lead to losses for certain economic entities because they

may become outdated with the evolution of the Internet and the emergence of

electronic commerce (Kotler, 2006).

Augmented reality (AR) is a form of experience in which the real world is enhanced by

computer-generated content, which depends on certain locations and/or activities. In

1 Transilvania University of Braşov, lavinia.dovleac@unitbv.ro

2 Transilvania University of Braşov, anita-cornelia.szakal@student.unitbv.ro

3 Transilvania University of Braşov, adrian.trifan@unitbv. ro