Media Analysis for Financial Category (2013)
Media Analysis for Financial Category (2013)

Summary/Abstract: This article represents a short overview of the media landscape for financial services category in Romania in 2013. It also emphasizes the main differences in terms of media communication between 2012 and 2013: what was the media investment increase or decrease in the financial services category, the media investment trend for each sub-category: banks/banking services and money transfer, top players in the market and the new hierarchy, TV budget share and the trend versus 2012, the main banking products communicated on TV and the visibility in the financial services category for each one of them. Although the focus of this article is the TV analyses for the financial services spenders in 2013, the paper also shows relevant data about the non – TV media channels: the budget investment for radio, print and online and the supports used for each media. The TV analyses will reveal which financial provider had the most efficient strategy, the type of products most advertised by each player, media mix used by each one of them with particularities in terms of TV placement and positioning in program breaks, type of special projects developed by some of them (if case) and other important findings about TV strategy for this particular category.

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