IDEAS home Printed from https://ideas.repec.org/a/but/manage/v18y2013i1p59-74.html
   My bibliography  Save this article

The Evolution Of Romanian Advertising Agencies Seen By Professional

Author

Listed:
  • Madalina Moraru (Buga)

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

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.

Suggested Citation

  • Madalina Moraru (Buga), 2013. "The Evolution Of Romanian Advertising Agencies Seen By Professional," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 18(1), pages 59-74, December.
  • Handle: RePEc:but:manage:v:18:y:2013:i:1:p:59-74
    as

    Download full text from publisher

    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
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. 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.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cosmin Catalin Olteanu (email available below). General contact details of provider: https://edirc.repec.org/data/faaubro.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.