ADVERTISING AGENCIES IN THE REPUBLIC OF MOLDOVA: CHALLENGES AND REALITIES
Victoria BULICANU, Moldova State University
Аннотация
In recent years, advertising agencies have developed intensively in the Republic of Moldova as small and medium-sized businesses, which, being in close contact with media institutions in the country, allowed economic agents
to obtain advertising materials for the businesses they manage from the stage of designing the advertising product to
the stage of placing and distributing the advertising material by the host media institution to popularize the business
and, finally, to obtain more profits from the sales of services or products, depending on the specifics of the business.
However, the attitude of most economic agents towards advertising agencies is preconceived, of distrust towards
such organizations and which often does not correspond to reality. The material below aims to reveal some aspects
regarding the operation of advertising agencies in the Republic of Moldova and the reason why they are still viewed
with distrust.
Keywords: advertising, advertising agency, trust, professionalism, mass-media institution.
