Pages: 59-74
Introduction. 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. From another viewpoint, the present study attempts to reveal whether the departmental organization of advertising agencies visibly changed in order to more effectively meet clients’ demands.
Aim of the study. 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.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.
Keywords: advertising agency, consumer, communism, democracy, identity
