Abstract
The creation of a modem advertising industry in Eastern Europe depends on several factors beyond the direct control of advertisers and their agents. This article (part two of a two-part series, part one appeared in Journal of Euromarketing, Volume 5, Issue 2) examines the advertising infrastructure in Romania, including the country's advertising heritage, legislative climate, graphic and video production capabilities, and the state of development of alternative media. Research findings indicate that some advertising support industries are underdeveloped and underutilized in part due to a limited advertising heritage, cultural barriers to quality production, lack of advertising education programs, political constraints on media competition, and media buying practices.
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