Articles on Issue Theme
Daniel ŞERBĂNICĂ
Academia de Studii Economice din Bucureşti
In this paper we focus how the companies have started to examine their advertising system, including their media plannig, to find the potential leverage the ad’s brand has for extending into other categories or for building marketing relationships with other brands.
We deals with the roles of media, and we chronicle how the advertising exposure is a part of a company’s strategy.
This study represents an attempt to survey current knowledge concerning the issue of media when national markets go European and to propose tentative solutions.
We deals with the roles of media, and we chronicle how the advertising exposure is a part of a company’s strategy.
This study represents an attempt to survey current knowledge concerning the issue of media when national markets go European and to propose tentative solutions.
ŒCONOMICA no. 4/2005
Keywords: media evaluation, media planning, advertising exposure
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Octavian-Dragomir JORA
Academia de Studii Economice din Bucureşti
Mara Andreea TUDOR
University of Chicago
Cătălin MURARAŞU
Academia de Studii Economice din Bucureşti
Ramona Iulia DIEACONESCU
Academia de Studii Economice din Bucureşti
Maria GHEORGHE (NIŢU)
Academia de Studii Economice din Bucureşti
Sorin-Nicolae CURCĂ
Academia Română
Revista ŒCONOMICA
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