While the top five advertisers in Romania spent €15 million net in 2007 on advertising, according to NewsIn AdRating, in 2008 the financial crisis began to affect sales, and effects on the communication segment are expected in 2009.
“As far as we are concerned, we will finalize and continue investments in 2009 begun in previous years. Regarding advertising budgets, of course these will be adapted to market conditions, which currently means a lowering thereof,” said officials of AutoItalia group, which brings brands such as Fiat and Lancia to Romania.
Cristian Oltean, Sales&Marketing Manager of Opel Romania, General Motors Southeast Europe, explained for Business Standard that promotion budgets of auto companies depend largely on the strategy they will adopt in 2009 (entering the market, expanding, raising their market share, or launching new models).
“I do not think that companies will direct their budgets towards less expensive media channels, but rather towards more efficient media channels, which will generate sales,” added Oltean.
