Globalization of advertising industry in Bosnia and Herzegovina
Advertising sector development in Bosnia-Herzegovina (B-H) can be divided into two parts: period before and period after the entry of transnational advertising agencies (TNAA) in the B-H market. Until mid 90-ies, there were no foreign advertising agencies in B-H. However, after 1996 several international agencies entered the market. Advertising sector development has been a part of globalization of the advertising market in the country, with a number of international agencies penetrating the market. Globalization of advertising industry has raised the question of the positive and negative aspects of entry of transnational advertising agencies and their effect on other players in the market. Our study shows that there are very positive effects: Introduction of modern advertising concepts to B-H market, and promotion of professional approach and scientific methodology. The dominance of international agencies and their prevalent market share could be denoted as negative effects of transnational advertising influence on B-H advertising industry.