Table of Contents
This comprehensive research evaluates the Romanian advertising market on main segments: television, digital, print, OOH, radio, BTL advertising. In order to understand the developments that took place on the Romanian market between 2008-2014 in the first chapter of the research is analyzed the evolution of the global market and its outlook. For international market are provided historical data for 2008 to 2013 and forecast for 2018.
The brief analysis of the Romanian macroeconomic framework is the starting point for evaluating and estimating the local advertising industry. The total value of the market (and on main segments) was determined by analyzing public available data. For each segment are presented: the evolution between 2008 and 2014; the features of the market and is made a top 10 of the most important players on the market. Each player is presented in the study and there are provided financial data and indicators for a six year period.
For deepening the research on Romanian advertising market is made an analysis on NACE codes based on total values at macroeconomic level (total companies that have registered this activity as core business). It is a thorough review where financial indicators such as turnover, net profit, total debt/total assets, total number of companies, number of companies with losses / profits, number of employees, net profit margin are calculated and interpreted for 2008-2013.
In order to support foreign companies planning to enter the Romanian market in the study there were conducted the following types of analyzes: Porter Analysis, PEST Analysis and Value Chain Analysis. Also are listed the most important factors that influence the activity of a market player and recommendations for the management of companies in the sector.
Information and data on advertising market were obtained from a variety of sources: Global entertainment and media outlook PWC report, (for global market), National Institute of Statistics, National Commission for Prognosis, National Bank of Romania, the National Trade Register Office, Ministry of Finance, surveys of main players, Media Fact Book report.
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