ANALYSIS OF THE MARKET OF ADVERTISING SERVICES IN ROMANIA IN THE CONTEXT OF THE PRESENT ECONOMIC CHALLENGES

摘要

This paper intends to analyse the impact of the economic crisis on the advertising market and propose a possible trend on the Romanian advertising market making a comparative analyse between the international and the local advertising market. The analysis performed in this paper, underlines that the effects of the economic crisis had been also deeply felt on the market of advertising services, as this fact made the companies to look for new and more efficient media of advertising. The Romanian advertising market registered unexpected decreases especially in 2009, the estimations for the current year and for 2011 being positive only for the market of online advertising.