An Evaluation of Advertising Models in Emergent Countries – The Case of Albania

The market today is confronted with cornucopia of challenges and opportunities. The unfolding scenario is being closely watched by marketers across the globe and they are competing with each other to grasp the market share. In order to win over the consumers, marketers are constantly evolving strategies. The western firms based and operating from market-based economies are progressively being confronted with the growing challenge of creating brand awareness amongst the perspective consumers. As a result, advertising has become an essential marketing tool for these foreign firms in establishing their relatively less or unknown brands and products. The study aims to report the results of a survey about changing attitudes towards advertising in Albania. It examines the questionnaire - based response of a sample population of consumers from the city of Vlora, in their general attitudes towards advertising. Findings will contribute to the understanding of theoretical explanations for advertising in emerging markets, and of western firms using advertising marketing tool to penetrate these markets.