A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies
The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the o...
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2015-08-01
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| Series: | Studia Universitatis Vasile Goldis Arad, Seria Stiinte Economice |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/sues-2015-0019 |
| _version_ | 1811215151908519936 |
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| author | Acatrinei Carmen |
| author_facet | Acatrinei Carmen |
| author_sort | Acatrinei Carmen |
| collection | DOAJ |
| description | The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants. |
| first_indexed | 2024-04-12T06:17:44Z |
| format | Article |
| id | doaj.art-fc44d9f5b88f4f2284ec5146faaa300b |
| institution | Directory Open Access Journal |
| issn | 1584-2339 |
| language | English |
| last_indexed | 2024-04-12T06:17:44Z |
| publishDate | 2015-08-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Studia Universitatis Vasile Goldis Arad, Seria Stiinte Economice |
| spelling | doaj.art-fc44d9f5b88f4f2284ec5146faaa300b2022-12-22T03:44:27ZengSciendoStudia Universitatis Vasile Goldis Arad, Seria Stiinte Economice1584-23392015-08-01253233410.1515/sues-2015-0019sues-2015-0019A Qualitative Research Regarding the Online Advertising Formats Used by Romanian CompaniesAcatrinei Carmen0The Bucharest Academy of Economic StudiesThe present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.https://doi.org/10.1515/sues-2015-0019online advertisingqualitative researchonline marketing |
| spellingShingle | Acatrinei Carmen A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies Studia Universitatis Vasile Goldis Arad, Seria Stiinte Economice online advertising qualitative research online marketing |
| title | A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies |
| title_full | A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies |
| title_fullStr | A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies |
| title_full_unstemmed | A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies |
| title_short | A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies |
| title_sort | qualitative research regarding the online advertising formats used by romanian companies |
| topic | online advertising qualitative research online marketing |
| url | https://doi.org/10.1515/sues-2015-0019 |
| work_keys_str_mv | AT acatrineicarmen aqualitativeresearchregardingtheonlineadvertisingformatsusedbyromaniancompanies AT acatrineicarmen qualitativeresearchregardingtheonlineadvertisingformatsusedbyromaniancompanies |