o:28815 Tržište oglašavanja i tranzicija Advertising market and transition sr Apstrakt: Proces tranzicije u Centralnoj i Istočnoj Evropi (CEE), kao i u zemljama Za- padnog Balkana (ZB) uslovio je opšti ekonomski napredak, rast svih pojedinačnih trži- šta, a samim tim i tržišta oglašavanja. Rastu tržišta oglašavanja posebno je doprinelo otvaranje tržišta i dolazak velikih inostranih oglašivača. Liberalizacija tržišta robe i usluga doprinela je povećanju konkurencije. Poseban uticaj na razvoj tržišta oglašava- nja imala je i privatizacija medija koja je doprinela njihovoj komercijalizaciji i poveća- nju prihoda po osnovu prodaje oglasnog prostora. Rad analizira razvoj tržišta oglaša- vanja u CEE i ZB neposredno pre, kao i tokom tranzicije, polazeći od teze je da je zna- čajan razvoj tržišta oglašavanja u zemljama u tranziciji otpočeo tek sa punim opredelje- njem za prelazak na tržišnu privredu. Podaci o veličini tržišta oglašavanja tokom perio- da tranzicije i danas ukazuju na to da su tržišta oglašavanja najviše rasla tokom tranzi- cije i danas su najveća upravo u onim zemljama CEE u kojima je taj proces ranije po- čeo, privatizacija medija ranije okončana i koje su značajnije ekonomski napredovale od zemalja ZB, uključujući i Srbiju. Abstract: Transition process in the countries of Central and Eastern Europe (CEE) and Western Balkans (WB) has fueled their economic growth, overall market development as well as the development and growth of their advertising markets. Opening doors for foreign companies who brought in their advertising practices has particularly contributed to advertising markets development and growth in the countries in transition analysed in this paper. Market liberalisation has allowed stronger competition opening more space for advertising, while privatization and commercialisation of media have increased competition among media outlets thus contributing to further growth of advertising market in transition countries. The paper focuses on analysing advertising markets in CEE and WB starting from pre-transition period as well as over the period of transition to market economies. The analysis is based on a hypothesis that the development and intensive growth of advertising markets has been allowed only after the countries had entered the process of transition into market economies. Available data show that the advertising markets have grown most intensively in the period of transition to become biggest in those countries of CEE who have started earlier and completed the process more rapidly while reaching higher economic growth rates than the countries of WB, including Serbia. Ključne reči: mediji, oglašavanje, tranzicija, tržište Key Words: Media, Advertising, Transtition, Market 1552100 978-86-403-1606-4 2023-04-13T14:37:53.264Z 44 no 46 Galjina Ognjanov Univerzitet u Beogradu Ekonomski fakultet 12880999 0000-0002-4102-1567 Sanja Mitić Univerzitet u Beogradu Ekonomski fakultet person 12941671 0000-0003-1365-273X application/pdf 273530 https://phaidrabg.bg.ac.rs/o:28815 no yes 1 70 92000004 11A03 Tranzicija, institucije i društveni razvoj : tematski zbornik radova : doprinosi profesora Božidara Cerovića 125 141 2019