Studiu AdMarket 2008

1. GENERAL PERCEPTION OF THE ADVERTISING INDUSTRY
Do you consider that at the moment the general structure of the advertising
industry reflects the needs of the companies that have advertising budgets in a
realistic and efficient manner? (Considerati ca in acest moment structura generala
a industriei de publicitate din reflecta nevoile companiilor cu buget de publicitate
intr-un mod realistic si eficient?)
Which are the areas of this industry that should be improved? (Care sunt
domeniile industriei care ar trebui imbunatatite?)
:
1. Client service / Agency - Client relationship: 77
2. Creation / creativity ( creatie): 62
3. Personnel’s specialization / Increasing professionalism (specializarea personalului /
cresterea profesionalismului): 54
4. New media / unconventional activities (new media / activitati neconventionale): 38

2. 5. Strategy ( strategie): 24
6. Market knowledge (cunoasterea pietei): 24
7. Reduce Costs (reducerea costurilor): 18
8. BTL and outdoor marketing : 17
9. PR: 13
10. Other (altele): direct marketing, research and evaluation of projects (cercetare si
evaluarea proiectelor), proactivity (proactivitate).
Which of the following statements describes best the evolution of the advertising
industry in the past year? (Care din urmatoarele afirmatii descrie mai bine evolutia
industriei publicitatii in ultimul an?)
Which are the first 3 aspects you consider to be the most important in the client –
advertising agency relationship? (Care sunt primele 3 aspecte pe care le
considerati a fi cele mai importante in relatia client-agentie de publicitate?)

3. 1. Understanding of client business and specific needs (intelegerea business-ului
clientului si a nevoilor sale specifice): 81
2. The communication flow (flow-ul de comunciare): 48
3. Respect of agreements (respectarea intelegerilor): 41
4. Trust and loyalty (adevar si loialitate): 22
5. Partnership (parteneriat): 21
6. Other (altele): professionalism (profesionalism), proactivity (pro-activitate), client
service, promptitude (promptitudine).
Which do you think is, in general, the level of professionalism / competence of the
advertising industry at the moment? ( Care credeti ca este, in general, nivelul
profesionalismului / competentei in industria de publicitate in acest moment?
Please give a short motivation for the previous option (the level of
professionalism / competence of the advertising
industry at the moment) Va rog sa oferiti o scurta motivare a optiunii precedente:

4. Most opinions explain the critical perspective regarding the level of professionalism /
competence in the advertising industry by (majoritatea opiniilor explica perspectiva
critica asupra nivelului profesionalismului / competentei in industria de publicitte prin):
1. Lack of experts / human resources competences (lipsa expertilor / competentele
resurselor umane): 30
2. Immature market ( piata imatura): 25
3. Lack of understanding of the client / business ( lipsa intelegerii clientului): 25
4. Others (altele): stereotypes in creation ( stereotipuri in creatie), lack of agency know
how ( lipsa know-how-ului in agentie)
The positive perspective regarding the level of professionalism / competence in the
advertising industry is explained by industry growth. (Aspectul pozitiv este reprezentat
de cresterea industriei).
Which do you think is, at the moment, the level of business ethics that the
advertising industry has reached in general? (Care credeti ca este, in acest
moment, nivelul eticii in afaceri pe care industria de publicitate a atins-o in
general?)
1. Very low ( foarte scazut) 3 (frecventa) 1.2 (procent)
2. Low (scazut) 32 13.0
3. Average ( mediu) 91 36.8
4. High (ridicat) 103 41.7
5. Very high ( foarte ridica) 18 7.3
Total 247 100
Please give a short motivation for the previous option (the level of business ethics
of the advertising industry at the moment) Va rog sa oferiti o scurta motivatie a
optiunii precedente.
Most opinions explain the critical perspective regarding the level of business ethics in
the advertising industry by lack of professionalism (missing ethics and confidentiality,
conflict of interests, copying other / international campaigns). Majoritatea exprima
perspectiva critica privind nivelul eticii in business in industria de publicitate prin lipsa
profesionalismului (lipsa eticii si a confidentialitatii, conflictele de interese, copierea
altora sau a campaniilor internationale).
The positive perspective regarding the level of business ethics in the advertising industry
is explained by the lack of negative experiences with their advertising agencies ('I
haven’t had problems', 'everything is OK'). Perspectiva pozitiva este explicata prin lipsa
de experiente negative cu agentiile lor de publicitate („nu am avut probleme”. „totul este
OK”).
Which of the following types of marketing and communication activities do you
consider to have the biggest potential for development in the future? (Care din
urmatoarele tipuri de activitati de marketing si comunicare sunt considerate a
avea cel mai mare potential pentru dezvoltare in viitor?)
1. Creation and communication strategy (creatia si strategia de comunicare)
116 (frecventa) 47.0 (procent)

5. 2. PR and Corporate communication (PR-ul si comunicarea corporate)
126(frecventa) 51.0 (procent)
3. Direct marketing 100(frecventa) 40.5 (procent)
4. Interactive / web design / mobile marketing 205(frecventa) 83.0 (procent)
5. Media planning, buying and media strategy 53(frecventa) 21.5(procent)
6. Branding & Naming 88(frecventa) 35.6(procent)
7. Assistance in elaborating the marketing strategy (asistenta in elaborarea
strategiei de marketing) 68(frecventa) 27.5(procent)
Total 756 ---
Which is the type of involvement in the relationship with the client that you expect
from the advertising agency you work with at the moment? (Care este tipul de
implicare in relatia cu clientul pe care o asteptati de la agentia de publicitate cu
care lucrati in acest moment?)
1. To answer strictly to your brief and to have adequate communication solutions
(Sa raspunda strict la brief si sa aiba solutii adecvate de comunicare). 62
(frecventa) 25.1 (procent)
2. To have a wider approach and to develop communication solutions that are
collateral to the brief ( Sa aiba o abordare mai larga si sa dezolte solutii de
comunicare care sunt colaterale brief-ului) 178(frecventa) 72.1(procent)
3. DK/NA (Nu au raspuns) 7(frecventa) 2.8(procent)
Total 247 100
General Usage
Please mention the name of the first advertising agency that you can think of at
the moment. (Mentionati numele agentiei de publicitate la care va ganditi in acest
moment).
Awarness. Top of mind.

6. Awarness. Unprompted recollection

7. Which of the following advertising agencies do you know or have you heard of?
(Care dintre urmatoarele agentiile le cunoasteti sau ati auzit despre ele?)

8. I would like to see the agency I am working with at the moment in a pitch with the
following 3 agencies. (As vrea sa vad agentia cu care lucrez in acest moment intr-
un pitch cu urmatoarele trei agentii.)

9. Please give a short motivation for the FIRST of your previous options (agency
would like to see in a pitch). Va rog sa oferiti o scurta motivatie pentru prima din
optiunile anterioare (agentie pe care o vreti la pitch).
The reasons for choosing the above mentioned companies to challenge the advertising
agency they work with now in pitch are (Motivele pentru alegerea companiilor mai sus
mentionate pentru a concura cu actuala agentie intr-un pitch sunt:
1. More creative (mai multa creativitate): 55
2. Previous and current work / agencies analysis (lucrarile anterioare si actuale / analiza
agentiilor): 46
3. Former collaboration (colaborarea anterioara): 41
Other (altele): good strategy (strategie buna), curiosity (curiozitate).
With how many advertising agencies is your company working at the moment?
(Cu cate agentii de publicitate lucrati in prezent?)

10. Doar una: 27.9 %
Doua: 30%
Trei: 12.6%
Patru: 7.5%
Cinci: 4.9%
Intre 6 si 10 : 2.8%
Mai mult de 10: 4.5%
DK/NA: 10.1%
Please name the agency / agencies that your company has worked with during the
past year for BTL. (Va rog sa mentionati numele agentiei / agentiilor cu care
compania dvs a lucrat in ultimul an pentru BTL).
Please name the agency / agencies that your company has worked with during the
past year for PR. (Va rog sa numiti numele agentiei / agentiilor cu care compania
dvs a lucrat in ultimul an pentru servicii de PR).

11. Please name the agency / agencies that your company has worked with during the
past year for DIRECT MARKETING. (Va rog sa numiti agentia/agentiile cu care
compania dvs a lucrat in ultimul an pe direct marketing).

12. Please name the agency / agencies that your company has worked with during the
past year for CREATION. (Va rog sa numiti agentia/ agentiile cu care compania
dvs a lucrat in ultimul an pe creatie).

13. Please name the agency / agencies that your company has worked with during the
past year for BRANDING. (Va rog sa numiti agentia/ agentiile cu care compania
dvs a lucrat in ultimul an pe branding).

14. What percentage of the communication budget has your company allocated last
year for the following marketing activities? (Ce procent din bugetul de comunicare
a alocat compania dvs in ultimul an pentru activitatile de marketing?)

15. Do you intend to change the advertising agency you work with at the moment in
the following year? Intentionati sa schimbati agentia cu care lucrati in urmatorul
an?
Cu siguranta da: 10.1%
Probabil da: 14.6%
Probabil nu: 23.9%
Cu siguranta nu: 33.6%
Nu stiu/ as prefera sa nu raspund: 14.2%
DK/NA: 3.6%
Motivation for changing agency (Motive pentru schimbarea agentiei):
1. Lack of creativity (lipsa de credibilitate): 44
2. Expensive / costs ( scumpa / costuri): 44
3. Unreliability (neincredere): 40

16. 4. Other (altele): lack of professionalism (lipsa de profesionalism), lack of communication
(lipsa de comunciare), lack of client business / brand understanding (lipsa de intelegere
a business-ului clinetului / a brandului).
Which are usually the main things you take into consideration when you invite
certain advertising agencies to an auction / pre-selection / pitch? (Care sunt
principalele aspecte ep care le luati in considerare cand invitati anumite agentii la
un pitch / licitatie?)
Which are, from your point of view, the most relevant awards when you evaluate
an advertising agency? (Care sunt din punctul dvs de vedere cele mai relevante
premii cand evaluati o agentie de publicitate?)
Effie – 65.6%
Cannes – 35.2%
Portoroz- 21.1%
Ad’Or – 17.4 %
AdPrint – 7.7%

17. Altele – 5.3%
DK/NA – 16.2%
Do the awards obtained by an agency at festivals that give awards for creativity
influence your decision of using it for your business? (Credeti ca premiile
obtinute de o agentie la festivaluri care ofera premii pentru creativitate va
influenteaza decizia de a le folosi pentru business-ul dvs?)
Yes – 25.5%
No – 69.2%
DK/NA – 5.3%
Which are the most important three attributes that define creative advertising from
your point of view? (Care sunt cele mai importante treia tribute care definesc
publicitatea creativam din punctul dvs de vedere?)
1. Innovation / novelty (inovatie/noutate): 65
2. Originality / uniqueness (originalitate / unicitate): 49
3. Differentiate (diferentiabilitate): 34
4. Memorable (memorabilitate): 32
5. Creative (creativitate): 28
6. Funny / Humor (umor): 27
7. Efficient (eficienta): 24
8. Relevant (relevanta): 21.
Which agencies do you think would truly represent at the moment the interests of
your brands? (Ce agentii credeti ca reprezinta in acest moment interesele
brnadurilor dvs?)

18. Which are the agencies that have proved to be constant in innovatory
approaches, creatively speaking, in the last 3 years? (Care sunt agentiile care au
dovedit ca sunt constante in abordari inovative, creativ vorbind, in ultimii 3 ani?)

19. Which are the agencies that have proved to be constant in innovatory
approaches, strategically speaking, in the last 3 years? (Care sunt agentiile care
au dovedit ca sunt constante in abordari inovative, strategic vorbind, in ultimii 3
ani?)

20. Which are the agencies that have proved to be constant in “excellence in
execution” / “craftsmanship” in the last 3 years? (Care sunt agentiile care au
dovedit in mod constant „excelenta in executie”/”craft” in ultimii 3 ani?)

21. Which are the agencies that contributed to the consolidation of a brand (in
general) in the past year, through the consistency and coherence of the
campaigns they made? (Care sunt agentiile care au contribuit la consolidarea
unui brand (in general) in ultimul an, prin consistenta si coerenta campaniilor
create?)

22. Which were, in your opinion, the agencies with the best client service department
in the past year? (Care au fost, in opinia dvs., agentiile cu cel mai bun
departament de client service in ultimul an?)

23. Which were, in your opinion, the agencies with the best creation department in the
past year? (Care au fost, in opinia dvs., agentiile cu cel mai bun departament de
creatie in ultimul an?)

24. Which were, in your opinion, the agencies with the best strategy department in the
past year? (Care au fost, in opinia dvs., agentiile cu cel mai bun departament de
strategie in ultimul an?)

25. Which are the agencies you consider to be most compatible with? (Care sunt
agentiile cu care v-a considerati cei mai compatibili?)

26. Which is the advertising campaign (foreign or Romanian) broadcasted in Romania
that you liked the most during the past year? (Care este campania de publicitate –
straina sau romana – desfasurata in Romania care v-a placut cel mai mult in
ultimul an?)

27. Which is the advertising campaign made exclusively in Romania that you liked
most in the past year? (Care este campania de publicitate exclusiva din Romania
care v-a placut cel mai mult in ultimul an?)