Academic journal article Manager

The Evolution of Romanian Advertising Agencies Seen by Professional

Academic journal article Manager

The Evolution of Romanian Advertising Agencies Seen by Professional

Article excerpt

1. Introduction

The evolution of Romanian advertising is also deeply connected to its identity on the European market, especially to being recognized as a re-bom 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. We will analyze the extent to which market mobility and communication tools influence the factors involved in creating each campaign, i.e., clients, agencies, advertisers, brands, and products. Therefore, working in an advertising agency involves having a different perspective on brands and consumers compared to the external, non-professional one.

Analyzing both perspectives of this study, which deals with the internal development and the integration into the European family of consumers, on the one hand, and advertising agency evolution, on the other, this paper intends to reveal the way the gap between communism and democracy was recovered in only 24 years. We really believe that the Romanian advertising passed through similar stages as other EastEuropean countries, given not only the common historical and political background, but also the synchronization of market changes. Additionally, most global brands still develop similar creative strategies, their campaigns being only adapted to the market, and this process of localization has just started for the past few years, along with the economic crisis, relying on professionals' maturity and consumers' demands.

The main questions in this study refer to the evolution of the Romanian advertising in Europe after 1990 as reflected both by brands and by the professionals' perspective on their advertising agencies. In the first part of this study, the findings present the way Romania expresses its identity at European level through promoting local aspects and reviving old-surviving brands after 1990, all this information being described from the professionals' viewpoint. Furthermore, the concept of "local brand" is very important, considering that many local brands were managed or even bought by international companies. This is why it became more and more difficult to distinguish between local and global brands, especially at the moment when commercials' localization was replaced by standardized campaigns. The second part of this paper illustrates the organization of Romanian advertising agency and the relationships within it, in order to better explain the differences between European and local industry that could justify the heterogeneity or homogeneity of this type of work, despite the country's historical and political background. We chose to analyze both perspectives, the global one, regarding brands development in Europe and the local one, regarding work specificity within an agency, to highlight the professionals' awareness of their, otherwise, complex activity. In that respect, advertisers' view on Romanian campaigns includes the entire process of identifying a very good strategy to meet client's demand, on the one hand, and to be appreciated at the European level for their creative spirit, on the other.

2. Literature review on professional communication in the advertising industry

Brands always put the power of their message into the hands of people working in advertising agencies based on their professionalism in communicating persuasively. Obviously, clients know what they want, and selling is the main purpose, but they do not have the ability to properly appeal to customers, especially because they do not make the right connection between the product/service and buyers' wishes. According to Percy, "advertising 'works' when the desired communication effect is achieved and this must always include creating brand awareness and a positive brand attitude".1

As for professionalism in communication, many voices raised the problem of its quality, given that the clients do not only have specific requests, but also clear-cut budget, which imposes the directions on advertisers. …

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