The Relevance of Online Advertising for the Advertising Industry in Romania
The Relevance of Online Advertising for the Advertising Industry in Romania

Summary/Abstract: In the contemporary economic situation business clients are looking for effectiveness in reaching their target groups in less expensive ways trough advertising. Online advertising seems to be one of these ways. It is not just the economic argument that is decisive for choosing this type of promoting but the entire development of the consumer habits of the public in the last period. One of the assumptions of the paper is that the development of the online sector in a creative way, by using new technologies can be a solution for getting out of the crisis. The article starts with the data presentation about the current development of the advertising market in Romania with focus on the online sector in order to have a general perspective. We succeed in presenting the tools of online advertising that are used nowadays. In addition to the economic data, the fervency of cross-media messages pointing on internet advertising is a sign of the importance of the online sector forthe development of advertising. A content analysis of the television program of Antena 1 for seven weeks proved that the majority of TV ads that were broadcast had information about the products’ websites. One cannot speak about the importance of online advertising without taking into consideration the opinion of those who develop and produce online advertising. In order to research the perception of advertisers regarding online advertising we have conducted a number of twenty in-depth-interviews with professionals working in different positions in advertising agencies in Romania.

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