engleski

Self-promotion activities of advertising agencies in Croatia and comparison between agencies in transitional and developed countries

Advertising agencies develop, prepare, and place advertising in advertising media. The modern advertising agency provides a variety of important services to clients, including media planning and buying, research, market information, sales promotion assistance, campaign development and creation of advertisements, as well as other services developed to help their clients to achieve marketing objectives. It is therefore expected that advertising agencies use their best and the most efficient activities for their own promotion and winning new business. Liberalization of advertising business in Croatia and other transitional countries in east and south-east Europe influenced market dynamics and transition of these national economies initiated modernization of advertising industry and incorporation of contemporary advertising concepts and professional standards in advertising business. Croatian agencies consider that “ Positive recommendation of satisfied clients” , “ Personal contacts with top management” , “ Responding to requests for new business presentations” and “ Publicity on recent successful campaigns” are the most successful techniques for attracting new clients. These activities are found to be the most successful in winning new clients in other, both transitional and developed, countries.

advertising agencies; promotion; transitional markets; market of developed countries

nije evidentirano