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Remarks About Online Advertising - A Qualitative Research Among Romanian Professionals

Author

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  • Acatrinei Carmen

    (Bucharest University of Economic Studies, Faculty of Marketing)

Abstract

In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited). Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this tool in order to promote themselves or to develop campaigns for their clients. The empirical research undertaken has a qualitative nature, semi-structured detailed interviews with the professionals have taken place in February-March 2015, in Bucharest. Online advertising was mostly defined by the specialists as being dynamic; and some of the attributes that characterizes this domain are measurability and personalization. Clear objectives settled, correct targeting of users, a well-established strategy and planning are the key elements that would lead to a successful online advertising campaign. The Romanian agencies offer integrated online advertising services, from research and market analysis to implementation and results’ assessment of the campaigns. The formats they have been using are: search, display, video, social media advertising, affiliated marketing and sponsorship. Most of the representatives interviewed suggest that their companies’ offers might / will change due to the dynamics of the medium. Online advertising helps the other online marketing tools perform better and develop the online presence of the companies. All the respondents have confirmed that following the introduction and great use of smartphones, their companies have adjusted the online advertising campaigns to better target the potential customers that use mobile devices. Most of the companies that invest in online advertising campaigns come from sectors such as: retail, telecom, FMCG and banking. Most of the experts have a positive attitude towards the future of online advertising in Romania and predict its future development.

Suggested Citation

  • Acatrinei Carmen, 2015. "Remarks About Online Advertising - A Qualitative Research Among Romanian Professionals," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1201-1206, July.
    • Handle: RePEc:ora:journl:v:1:y:2015:i:1:p:1201-1206
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    File URL: http://anale.steconomiceuoradea.ro/volume/2015/n1/142.pdf
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    References listed on IDEAS

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    1. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    2. POP Nicolae Al. & ACATRINEI Carmen, 2011. "A Qualitative Research Regarding The Marketing Communication Tools Used In The Online Environment," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(special), pages 119-125, July.
    3. Taylor, Greg, 2011. "The informativeness of on-line advertising," International Journal of Industrial Organization, Elsevier, vol. 29(6), pages 668-677.
    4. Breuer, Ralph & Brettel, Malte, 2012. "Short- and Long-term Effects of Online Advertising: Differences between New and Existing Customers," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 155-166.
    5. David S. Evans, 2009. "The Online Advertising Industry: Economics, Evolution, and Privacy," Journal of Economic Perspectives, American Economic Association, vol. 23(3), pages 37-60, Summer.
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    Cited by:

    1. Oana Cristina Popovici & Raluca Elena Hurduzeu (Rotariu), 2015. "Dissonance And Consonance Between The Competitiveness Of Organizations And The Regional Competitiveness," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 106-113, August.

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    More about this item

    Keywords

    online advertising; qualitative research; Romanian professionals;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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