Rebranding campaign of the Romanian Society of Radiodifusion – strategic option for the growth of the organization’s efficacy

Ruxandra Popescu and Razvan-Andrei Corbos ()
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Razvan-Andrei Corbos: The Bucharest Academy of Economic Studies, Romania
Authors registered in the RePEc Author Service: Răzvan Andrei Corboș

Economia. Seria Management, 2010, vol. 13, issue 1, 148-164

Abstract: In 2008, the Romanian Society of Radio-broadcasting (SRR) decided to benefit of the „honorable of 80th anniversary of the Romanian public radio to elaborate and apply a strategy of creating a new image of SRR to assure the approach of an European profile well outlined and recognized so. The necessity of this „look change for the corporation and for six of its channels was motivated by a better position on the radio market in Romania and a larger visibility on a public segment with „preconceived ideas about what the public Radio means. As a result of the campaign, at the end of 2008 the achieved market quota of the Romania Radio grew, Romania News Radio becoming leader on the market. In this context, the paper proposes strategic actions that would contribute to the growth of the SRR efficacy: elaboration of a lasting marketing strategy, promotion of the channels with lower visibility, but that cover market segments of „niche, organizing some special programs that would promote „special broadcasts dedicated to some „special days by „special people, collaboration with the Romanian Television to organize and broadcast, on the TV, some radio shows that will promote SRR on a large scale and diversified.

Keywords: audiovisual services marketing; visual identity; promotion; outdoor campaign; market quote; audience (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:rom:econmn:v:13:y:2010:i:1:p:148-164

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