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RESEARCH PRODUCT

THE EVOLUTION OF ADVERTISING MARKET WHERE IS ADVERTISING NOW, AND WHERE IS IT GOING?

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Advertising is more complicated than it used to be. In the innocent days of the 70’s and 80’s you could easily reach large audiences, both locally and nationally, through traditional advertising. Those days are long gone and an examination of the advertising playing field looks like a big pile of incomprehensible choice. In Romania, advertising has mushroomed over the past 10 years. With the emergence of large international companies and the budgets allocated to them in advertising, advertisers have appeared, only present in major cities of Romania. After 2000, there were several media institutions with very large budget and big plans for the advertising market in Romania. Are some media groups and advertising agencies in Germany, France and the U.S. have invested in Romania, managing big budgets and companies are promoting. Advertising market had grown very large, especially in the period 2004-2008, when all the big companies big budget on advertising. After 2008, the advertising market was heavily affected by global financial crisis, and this has led companies to invest almost half of the regular budget for advertising. I will present the current situation on the advertising market and some estimates for the next period, from media groups and individuals specializing in the field.