Analysis and evolution of the advertising market in the Republic of Moldova

Abstract

The trends of the advertising market in the world are characterized by a concentration of capital, by increasing the specialization processes of the advertising agencies, and at the same time, by diversifying their range of the provided services. The high level of professionalism, the strengthening of the research base, the optimization of the management structure and style of the respective agencies has become today’s important feature. In this respect, the implementation and improvement of the management of the advertising services market in the Republic of Moldova, in the conditions of accession to the European Union, is an extremely necessary and important subject. The domestic advertising market is quite fragmented, but with a rich potential for rapid growth. Therefore, it attracted the attention of the operators from this branch. However, there are some legislative impediments, which delay the elaboration of long-term strategies in this field. The carrying out of this study involved the use of qualitative methods, the secondary analysis of the relevant official documents. The desk-research analysis (non-exhaustive analysis) included: the legislation in the field of media, official statistics related to the media, the grid of television programs, and the structure of the sites / portals.