Raiffeisenbank Bulgaria is a subsidiary of Raiffeisen Bank International AG (RBI) which is one of the leading banks in Austria, Central and Eastern Europe. Raiffeisenbank Bulgaria (RBB) is rated by the international agency Fitch with the rating BBB+, in the long term, and is fully licensed for operations in Bulgaria and abroad, according to the Bulgarian Law on Banking and Credit Activities. RBI has a well-developed network of daughter companies in countries including: Bulgaria, Albania, Belarus, Croatia, Hungary, Kosovo, Poland, Russia, Serbia, Ukraine and many other countries in Europe. And has been awarded with many decoration such as “Bank of the Year in Central and Eastern Europe (CEE)” by the he special interest magazine of Financial Times LTD, The Banker, many times including this year (Rbb.bg, 2014).
The brand of RBI is associated with high quality service and top level performance on the corporate …show more content…
This is not unexpected since the cost of buying advertising time and space makes up 80% - 90% of the advertising budget. Media planning is not just a subject of selecting the appropriate media, given the target group of the advertising campaign and the characteristics of the different advertising media. It is considered also as a technical matter in which the components of media objectives (such as reach and coverage, frequency, weight, continuity and cost) are calculated and compared. Media planning is usually undertaken by professional, either as part of full-service advertising agency or as a media independent whose major function is to buy air time or space from media owners on behalf of their customers, the advertisers. This established role has since the mid-1990s, and many media independents now offer consultancy services, mainly at the strategic level, plus planning and media research and auditing services (Fill, 2013, p.713), (Pelsmacker et al, 2007,