PERSPECTIVES OF THE GLOBAL ADVERTISING MARKET

The paper presents the evolution of the global advertising market during 2012 – 2016. Thus, in Romania the most growth will come from the internet access segment, both by fixed and mobile connections (the average annual growth rate being estimated at 9.3%, in nominal terms), while the advertising revenues will register a moderate growth of 4.8%, the average annual growth rate until 2016. Instead, the final consumers ' expenditures on media products will register a negative evolution, the average annual nominal increase being 1.7%, below the estimated inflation rate. Key words: the media and entertainment market, the advertising expenditures, perspective