Brand management in media crisis

Authors

  • Adrian IONESCU Ph.D. student Academy of Economic Studies, Bucharest

Keywords:

brand manager, marketing, advertising market, media, crisis

Abstract

Due to the turbulent and chaotic economic climate over the entire advertising industry, the TV stations, and particularly those in Romania, face a critical challenge in terms of dealing with an unprecedented crisis within this market. Since the last quarter of 2008, the Romanian advertising market is going through a serious phase of contraction and reconfiguration.One of the causes is the strong connection with the other similar markets within the Central and Eastern Europe, as well as with those from the West, which face the same decline. Several important publications were closed during 2009 and the beginning of 2010, together with higher unemployment in the media sector and major changes of the biggest media groups strategies. This paper aims to portrait the perspective of the TV Brand Managers in the center of a challenging environment, both in the organizations and in the overall market.    

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Published

2010-06-30

How to Cite

IONESCU, A. (2010). Brand management in media crisis. Annals of Spiru Haret University. Economic Series, 10(2), 99–106. Retrieved from https://www.anale.spiruharet.ro/economics/article/view/10212

Issue

Vol. 10 No. 2 (2010)

Section

ACADEMIA PAPERS

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