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<cfResPublId>ibn-ResPubl-70229</cfResPublId>
<cfResPublDate>2018-12-31</cfResPublDate>
<cfVol>106</cfVol>
<cfIssue>4</cfIssue>
<cfStartPage>20</cfStartPage>
<cfISSN>1810-9136</cfISSN>
<cfURI>https://ibn.idsi.md/ro/vizualizare_articol/70229</cfURI>
<cfTitle cfLangCode='RO' cfTrans='o'>Evoluţia pieţei de publicitate din Republica Moldova</cfTitle>
<cfKeyw cfLangCode='RO' cfTrans='o'>piaţa publicității autoh-tone; analiză; s; W; O; T; canal media; monitori-zare; audit; rating; publicitate outdoor; reţele de socializare.</cfKeyw>
<cfAbstr cfLangCode='RO' cfTrans='o'><p>Piaţa publicității autohtone este destul de fragmentată, dar cu un bogat potenţial de creştere rapidă. De aceea, ea a şi atras atenţia operatorilor proveniți prin intermediul acestei filiere. Totuşi, există nişte impedimente legislative, care retardează elaborarea strate-giilor de durată ale acestui domeniu. Realizarea acestui studiu a implicat folosirea unor metode calitative, analiza se-cundară a documentelor oficiale relevante. Analiza de tip desk-research (analiză non-exhaustivă) a cuprins: legislaţia din domeniul mass-media, statistici oficiale ce țin de mass-media, grila de programe pentru televiziuni, structura site-urilor/portalurilor.</p></cfAbstr>
<cfAbstr cfLangCode='EN' cfTrans='o'><p>The domestic advertising market is fairly fragmented, but with a rapid growth potential. That is why it drew the attention of the operators in this branch. However, there are some legislative impediments that delay the development of long-term strategies for this sector.<br />This study involved the use of qualitative methods, the secondary analysis of the rele-vant official documents. The desk-research analysis (non-exhaustive analysis) included: mass-media legislation, official media statis-tics, television grid, site/portal structure.</p></cfAbstr>
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<cfFamilyNames>Grigoraş</cfFamilyNames>
<cfFirstNames>Maria</cfFirstNames>
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