The market of promotional products is one of the many sectors still not gauged so far.
Players operate "in the dark", on the basis of some estimates that are more or less close to reality.
"Though there's no research in this respect, given that turnover generated by a company among the top three stands at 1.5-2 million euros, I'd put the value of the market of promotional items at around 25-30 million euros," states the manager of the Association of Advertising Industry Producers and Importers (APIIP), Ovidiu Joita. He is, in fact, the only person who could release an estimate about the size of the promotional products market.
Today, nobody could imagine the advertising industry without the segment of promotional items.
A pen, an agenda, an umbrella, in other cases a watch, a T-shirt, etc., are objects that are tightly related to the communication industry.
Being closely related to the industrial side of the domain, promotional products are basically imported, since costs are much lower.
"Very few promotional products are manufactured in Romania. Were I to specify a percentage, this would probably be made up of print objects and would not exceed 10% of the volume of transactions on this market," reveals Ovidiu Joita.
Hence, this is a fledgling industry, with no surveys being carried out so far, some firms still having their headquarters in apartments and quality at not quite high standards. APIIP was set up as late as 2004. At present, it has 56 associate members and four affiliates, according to the information published on its official website.
The growth pace of this domain is closely tied to the one of the overall advertising market.
Thus, if advertising increases by some 20% year-on-year, the sector of promotional products progresses at a similar pace.
"Nobody knows the real Romanian market of promo
