Companies operating in the domain of white goods and mobile or value added telephony remain the most important advertising spenders in Romania, total value of investments aimed at promoting these companies amounting to over 100 million dollars on the first eleven months of 2000.
Analysts estimate that this year total expenses on advertising in Romania will stand at over 350 million dollars.
Total gross volume of advertising market increased from 27 million dollars in 1993 to 325 million dollars last year. For 2001, this value is expected to exceed the 500 million-dollar threshold.
Net value of total advertising budgets for Romania account for half of this figure, given that discounts stand at about 50% on the average.
Procter&Gamble, with investments of 29.8 million dollars in advertising on the first 11 months, Unilever with 25 million dollars, Henkel with 9 million dollars, MobiFon with 11.2 million dollars and MobilRom with 5.7 million dollars continue to be the companies having spent the most important sums of money on advertising in 2000.
“It is natural for the top of companies investing in promotion activities to remain unchanged, especially since the companies in question are traditional leaders in almost every country,” said Veronica Savanciuc, chairman of Lowe Lintas GCK.
Advertising agencies’ representatives believe that next year the advertising domain will witness a boom posted by leasing and insurance companies and private pension funds. Moreover, a reversal of current tops might also be triggered by service providers.
Among the companies that will allot important sums to advertising there will be those operating in the domain of electronic equipment, car manufacturing, transport, food supply, media, financial services and tourism.
Analysts believe that communication companies will also play an important role, especially those offering added value telephony services. For instance, on the first 11 months of the year, Esotera company spent 25.3 million dollars for promoting its services.