Implicatiile Crizei Economico-Financiare asupra Publicitatii - Implications of the Economical Crisis on Advertising (Romanian version)

The Romanians have started to feel charmed by the persuasive „mermaid” voices of publicity after 1989. If at the beginning, the investments of advertising companies were moderate, with each year the managers understood the role of publicity for the business development and the allocated sums increased significantly, reaching a peak in 2008 – 540 millions Euro for advertising on every means of communication – television, radio, print, outdoor, internet and cinema. The predictions were that in 2010 the money spent would reach a billion Euro, but since autumn 2008 the economic crisis has started to show its first signs in Romania too and companies began to reduce expenses for publicity, though in theory it is said that it is more expensive to invest in a brand after the crisis than to maintain promotion during the entire period of the crisis. Yet in Romania, the situation is unpredictable, the predictions for 2010 did not coincide with the reality which is far more difficult. Salary reductions, the reductions of administration staff are factors that influence consumerism and respectively, publicity. It seems that this economic crisis will produce in this area too readjustments determined both by the change in customers’ behavior and by the economic situation. The way in which the crisis influenced the publicity market and what changes can occur in the future are questions that I am trying to answer in this study.