This document summarizes the findings of a quantitative research report on the advertising industry in Romania in 2014. The research aimed to assess perceptions of advertising agencies from the perspective of client companies. It measured awareness, usage, satisfaction and perceptions of various agencies. The report provides details on the research methodology, sample characteristics, key metrics analyzed, and findings regarding agency selection, budgets and perceptions.

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Quantitative B2B Research Report
AdMarket Study 2014
2008 Comparatives
The ATL Advertising Section
February - May 2014
Prepared for:
© D&D Research 2014

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TABLE OF CONTENTS
METHODOLOGY
[OBJECTIVES & DESIGN]
3
[DATA GATHERING]
5
DETAILED REPORTING
[GENERAL PERCEPTION OF ADVERTISING ACTIVITIES]
7
[AWARENESS]
10
[USAGE. GENERAL USAGE]
13
[ADVERTISING AWARDS]
48
[USAGE. PAYMENT ELEMENTS]
20
[GENERAL PERCEPTIONS]
50
[SERVICES/ACTIVITIES]
25
[PEOPLE PERCEPTIONS]
59
[SATISFACTION. LOYALTY]
27
[“DEMOGRAPHICS”]
62

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METHODOLOGY
↘ CENTRAL AIM of the research was to assess the „current state of affairs” of the Advertising Community in Romania on three of its main branches: Media, Digital and ATL.
This aim was attained by measuring key relevant parameters within the following dimensions:
A Perception elements – or how is the main corpus of Clients perceiving the active entities from the Advertising Community: i.e. awareness, “usage”, satisfaction, key traits etc.
B Usage and attitudes elements – what are the key working habits of the Clients into what regards collaboration with companies within the Advertising Community: i.e. criteria for agency selection, motives to cease collaboration, pitch habits, budgets etc.
C Participant company relevant descriptors – e.g. active market domains / industry branch, turnover, number of active brands etc.
[≡] Please note that this report focuses on the ATL branch of the Advertising Community.

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↘ RESEARCH DESIGN
Methodology:
Business to Business approach, semi-structured interview, deployed face to face (PAPI) by field executives using a custom made printed questionnaire
Category: relevant data incumbents from companies that have been clients for the Media Advertising Agencies
INSTRUMENT
Custom made questionnaire focused on ATL Agencies build to measure all elements established as objectives.
The questionnaire has 47 items. Average interview duration on this questionnaire (ATL section only) was 25 minutes.

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SAMPLE
The participants were 133 individuals in charge of the media communication activities in 122 commercial companies that had had this type of activities in 2013.
The general approach to the sample universe was the following:
 we decided that all spenders on advertising media in 2013 are relevant
 we also decided that these spenders also needed to be active in 2013
 observing the criteria above from public and private sources we have compiled a list of companies
DATA GATHERING
The field approach was a complex challenging B2B process:
 many of the relevant participants were either reluctant or simply lacked the time to involve in the study
 a significant part of the refusals to participate were not explicit and were masked behind typical “business” excuses
 both of the above meant that a large part of the initial universe sample list required at least 7 contact points (mails or phones) until a resolution was achieved
 furthermore even in those conditions the initial response rate was very low, bellow 10% so personal interventions from the research company seniors were needed to boost that figure

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DETAILED REPORTING
↘ In the following we present the key findings of the study.
Reporting follows the questionnaire logic and structure and specifies for each graphic:
 the measured dimension
 the source question
 answer type
 total sample base used to compute percentages for that question
 measured percentages

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U1. EMPLOYED AGENCIES – 2013
[»]
In 2013, with how many advertising agencies did your company worked with?
*N=133, closed single answer
28,627,124,120,30,010,020,030,040,050,060,070,080,090,0100,0twoonemore than 3three

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U1. EMPLOYED AGENCIES – 2008
[»]
In 2008, with how many advertising agencies did your company worked with?
*N=222, closed single answer

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U2.1. IMPORTANT MARCOM ACTIVITIES IN 2013
[»]
Please chose from the following marketing and communication activities, which were the most important in 2013 for your business?
*N=133, closed ranking
61,7455,5640,4129,6626,2515,957,620,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00CreationStrategyDigital communication overall (Social Media, Mobile Marketing, Search Engine Marketing etc.) Events/ Direct MarketingPR and Corporate CommunicationShopper Marketing/TradeOther

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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2014
[»]
Please choose from the following marketing and communication activities, which of them will be most important for your company’s business?
*N=133, closed ranking
59,6556,1041,9928,7827,6017,307,100,0010,0020,0030,0040,0050,0060,0070,0080,0090,00100,00StrategyCreationDigital communication overall (Social Media, Mobile Marketing, Search Engine Marketing etc.) PR and Corporate CommunicationEvents/ Direct Marketing Shopper Marketing/TradeOther

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U2.2. IMPORTANT MARCOM ACTIVITIES IN 2008
[»]
Please choose from the following marketing and communication activities, which of them are the most important for your company’s business?
*N=222, closed ranking

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U5. EMPLOYED AGENCIES IN 2013
[»]
Please name the advertising agency your company worked with in 2013
*N=133, closed multiple answer
17,316,515,011,310,510,59,89,08,36,86,06,05,33,83,03,02,31,51,51,51,51,554,10,010,020,030,040,050,060,070,080,090,0100,0BV McCann EricksonLeo Burnett & TargetPublicisGraffiti/BBDODDB BucurestiSaatchi & SaatchiGMP AdvertisingOgilvy JWT Cohn & JansenNext AdvertisingLowe & PartnersTempo Advertising23 Communication IdeasPropagandaFriendsGeometry GlobalTBWA BucurestiHAVAS WorldwideHeadvertisingCAPGeneric Audiovizual (GAV) Papaya AdvertisingOther

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Agencies mentioned under the “other” category:
 ACTIVE PROMOTIONS
 AD PRINT
 ADVANCE IDEAS
 ARSENOAIEI & MATASEL
 BRAND FUSION
 BRANDFEST
 BRANDIENT
 KEIL AUSTRIA GMBH
 DECORPORATE
 DIGITAL STAR
 DRAFT FCB
 ERKA
 EYE PR
 FOSS ADVERTISING
 FUNNY ADVERTISING
 GAVRILA SI ASOCIATII
 GOLINHARRIS
 GRAYLING
 GREY
 ILEO
 IMAGE PR
 INITIATIVES
 JAZZ
 KALEIDOSCOPE
 KINEKTO
 LIVADA
 LUNA
 MARKETING MATERS
 MERCURY 360
 MSPS
 NAKED & JONES
 PR STEPS
 PROSPERO
 REPUBLIKA
 RUSU BORTUN
 SENIORHYPER
 SMART IDEA BUSINESS RESULTS
 SMART POINT
 SPOON
 THE GEEKS
 THE GROUP
 THE PRACTICE
 TOTAL BRANDING
 WOPA
 WUNDERMAN
 YOU FIRST COMMUNICATION

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U5. EMPLOYED AGENCIES (FOR CREATION) IN 2008
[»]
Please name the advertising agency your company worked with in 2008
*N=222, closed multiple answer

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PE1. MARCOM BUDGET
[»]
In 2013, what was the budget for advertising and communication activities?
*N=133, closed single answer
10,513,521,18,335,311,30,010,020,030,040,050,060,070,080,090,0100,0< 50.000 € 50.000-100.000 € 100.000-300.000 € 300.000-500.000 € > 500.000 € DK/NA

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PE2. MARCOM BUDGET EVOLUTION IN 2014
[»]
As compared with 2013, how do you assess the advertising budget will evolve in 2014?
*N=133, closed single answer
35,320,327,117,30,010,020,030,040,050,060,070,080,090,0100,0Will increaseWill decreaseDon't know/can't apreciateWill remain the same

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PE2.1. MARCOM BUDGET EVOLUTION ESTIMATED INCREASE
[»]
Please give an estimated percentage of how much you assess the advertising budget increase in 2014?
*N=47 participants estimating answering “increase” at the previous question, closed single answer
25,523,425,52,10,014,94,34,30,010,020,030,040,050,060,070,080,090,0100,0Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% DK/NA

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PE2.2. MARCOM BUDGET EVOLUTION ESTIMATED DECREASE
[»]
Please give an estimated percentage of how you assess the advertising budget decrease in 2014?
*N=27 participants estimating answering “decrease” at the previous question, closed single answer
14,848,13,70,00,018,50,014,80,010,020,030,040,050,060,070,080,090,0100,0Less than 10% Between 10% and 20% Between 20% and 30% Between 30% and 40% Between 40% and 50% Between 50% and 100% 100% DK/NA

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L2. ADVERTISING AGENCY DECISION FOR 2013
[»]
Which of the following sentences describes best the way your company took the decision to work with an advertising agency?
*N=133, closed multiple answers
63,933,115,09,07,54,50,010,020,030,040,050,060,070,080,090,0100,0We continued the relationship with the agency we've worked with in 2012We organised auction / selection / pitchThe decision belonged in affiliation with international networkWe took into account the recommendations from business partners/friendsWe contacted an agency chosen based on previous campaigns/successful case study de succesWe were contacted directly by agencies who made presentations

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L2. ADVERTISING AGENCY DECISION FOR 2008
[»]
Which of the following sentences describes best the way your company took the decision to work with an advertising agency?
*N=222, closed multiple answers

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L3. TOP CRITERIA ASSESSMENT OF ADVERTISING AGENCIES
[»]
Which of the following criteria are important when assessing an advertising agency?
*N=133, closed top 3 answers
66,657,411,910,19,66,15,85,52,30,90,80,82,30,010,020,030,040,050,060,070,080,090,0100,0Strategic skills/The ability to understand consumer behaviourCreative skillsPrices that meets the market situationPrevious experience with the agency/Ease of collaborationThe ability to accomplish complex projectsDigital skillsPrevious projects/campaigns of the agencyThe presence in the agency of key people, appreciated by being digital … CredentialsPrizes/Awards ceremony performance High rank in specialized awardsInformations/recommendations for business partners/friendsElse

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Thank you!
For more information, boos or huzzas please contact:
dan.petre@ddresearch.ro
vlad.tureanu@ddresearch.ro
© D&D Research 2014