Abstract
The emerging free-market economies of Eastern Europe are experiencing an advertising renaissance, yet little information on industry activities has been captured in the literature. This article (part one of a two-part series) profiles the emergence of an advertising industry in Romania. Interviews with advertising agency executives, educators, and government representatives reveal an intensely competitive agency environment which until recently has been characterized by opportunistic behavior of a questionable ethical nature. Professionalism is improving, however, as the industry matures and is drawn together through its professional association. Western advertising appears to be easily understood by Romanians and to be well accepted for its benefits to the consumer and to the advancement of a free-market economy in Romania.
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