Advanced Search
MyIDEAS: Login to save this article or follow this journal

The Evolution Of Romanian Advertising Agencies Seen By Professional

Contents:

Author Info

  • Madalina Moraru (Buga)

    ()
    (University of Bucharest, Faculty of Journalism and Communication Sciences, Romania)

Registered author(s):

    Abstract

    This paper aims to present the opinions of Romanian advertisers on the local industry from two viewpoints: the evolution of advertising after 1990 with regards to brand development, and the attempt of advertising agencies to balance change and stability during the economic crisis. Regarding the first aspect, the study emphasizes the way the Romanian market has developed in terms of local and global brands, revealing the most successful brands and campaigns delivered by the local industry and the significance of local brands to advertising professionals. On the ex-communist and new-democratic background, this paper seeks to reveal the way the Romanian identity has been conveyed in advertising in the last 20 years, based on professionals’ experience. In this respect, this article focuses on Romanian brands history after 1990, considering that local economy and capitalism changed consumers’ mentality and needs. It was a time of transition, but the best moment for developing old brands and branding local products, whose image did not even exist before. In terms of strategy, this research shows great interest for this process of surviving and saving domestic brands, not only by adjusting their values to the new-democratic world. The evolution of Romanian advertising is also deeply connected to its identity on the European market, especially to being recognized as a re-born industry after the Communist Era. Regarding the second issue of the present research, the study attempts to uncover whether the internal organization of advertising agencies progressively changed in order to more effectively cater to client needs.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://manager.faa.ro/download/755_1809.pdf
    Download Restriction: no

    File URL: http://manager.faa.ro/en/article/The-Evolution-Of-Romanian-Advertising-Agencies-Seen-By-Professional~755.html
    Download Restriction: no

    Bibliographic Info

    Article provided by Faculty of Business and Administration, University of Bucharest in its journal Manager.

    Volume (Year): 18 (2013)
    Issue (Month): 1 (December)
    Pages: 59-74

    as in new window
    Handle: RePEc:but:manage:v:18:y:2013:i:1:p:59-74

    Contact details of provider:
    Postal: Elisabeta Queen no. 4-12, Bucharest
    Phone: 0040213104920
    Fax: 0040213104920
    Email:
    Web page: http://www.faa.ro
    More information through EDIRC

    Related research

    Keywords: advertising agency; consumer; communism; democracy; identity;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:but:manage:v:18:y:2013:i:1:p:59-74. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Cosmin Catalin Olteanu).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.