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ADVERTISING MANAGEMENT OF THE REPUBLIC OF MOLDOVA IN THE FRAMEWORK OF EUROPENIAN UNION INTEGRATION


Author: Ghiţiu Lilia
Degree:doctor of economics
Speciality: 08.00.05 - Economy and Management (in branch)
Year:2011
Scientific adviser: Tudor Bajura
doctor habilitat, professor, National Institute For Economic Research
Institution: National Institute For Economic Research

Status

The thesis was presented on the 7 September, 2011
Approved by NCAA on the 5 October, 2011

Abstract

Adobe PDF document – 0.38 Mb / in romanian

Keywords

advertising agency, managerial functions, advertiser, european ads market, improving the management, economic growth, competitiveness

Summary

Thesis structure: introduction, three chapters, conclusions and recommendations, 179 of bibliographic sources, 12 annexes, 116 pages of basic text, including 12 figures, 17 tables and 4 formulas. The obtained results were published in 15 scientific papers.

Field of study: Advertising services.

The scope and objectives of the thesis is to examine the advertising services market in Moldova, as well as mechanisms of its improving in the context of accession to the European Union, to research performance of management tools used by advertising agencies at micro and macro levels, taking into account the specific of countries with economies in transition.

Novelty and scientific originality: researching of the advertising phenomenon impact on economic growth in countries with economies in transition, invoking the importance of ads innovation by using technology transfers from countries with a highly experience in this field; econometric analysis of ads agencies from the RM; highlighting the possibilities of harmonization with european standards of the local advertising services of socio-economic and legal aspects.

The most important scientific problem which has been solved in the reasearched field includes the evaluation and the impact of effective ads management on economic growth in the Republic of Moldova in the process of adjustment to European standards. The obtaind results of reasearch has shown that an effective advertising management has a positive influence on economic growth at both micro and macro levels.

Theoretical significance of the work: It was crystallized an interdisciplinary vision of ads management as a part of the socio-economic system, being analyzed some new elements specific to ads industry from countries with their economies in transition.

Applied value of the work is determined by the recommendations related in this paper, the practical realization of which will enhance the quality and effectiveness of advertising management in the Republic of Moldova.

Implementation of scientific results: The obtained results have been implemented by such organizations as: JSE “Moldreclama”, NGO “Foundation for the development of RM”, SI of the ASM “Botanic Garden”; NGO “Luxembourg Moldova”.