According to the Alfacont monitoring agency, the bank had a rate card budget of some €77 million in 2007.
“In general, in the banking sector, universal banks allocate over 50 percent of their budget for TV, as they can thereby cover all the entire range of clients, both individual and corporate,” said Cojocaru.
For printed media, BCR earmarked some 20 percent of its budget. “We focus on local newspapers, because they are more widely read than national ones,” Cojocaru added. Also, the bank used some 15 percent of its advertising budget for outdoor advertising, and Cojocaru indicated that the internet has a great development potential.
BCR works with full-service agencies Young & Rubicam for creation and Mediaedge:cia for media buying.
