Naslov
The Advertising Industry in Bosnia and Herzegovina: Born Again

Autori
Čičić, Muris ; Brkić, Nenad

Izvornik
Journal of Marketing Communications (1352-7266) 9 (2003), 4; 257-273

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, izvorni znanstveni rad, znanstveni

Ključne riječi
Advertising Industry; Advertising Agencies; Bosnia-Herzegovina; Post-war Reconstruction

Sažetak
The development of the advertising sector in Bosnia-Herzegovina (hereinafter referred to as B-H) can be divided into two periods: i.e. the period before and the period after the entry of trans-national advertising agencies into the B-H market. Until the mid 1990's, there were no foreign advertising agencies in B-H. There were several local agencies, mostly connected with the media. Since 1996, several international agencies have entered the market. The process of transformation from underdeveloped and local level to international competition was stimulated by overall economic liberalization and by intensive growth of the media sector in the country. Today, there are twenty three agencies for advertising and marketing communications in the B-H market, and the overall annual turnover of the sector is between fifteen to twenty million US$. The purpose of this paper is descriptive - to describe the rejuvenation of a national advertising industry following a period of war and economic destruction. It is felt that the paper may have resonance for other potential markets who may pass through similar circumstances.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA