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Volume 60, October 2007 |
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Featured Language: Hungarian Advertising and Promotions in Hungary Trade promotion is a critical part of success in the Hungarian market. Exhibiting at or visiting trade shows and trade/scientific seminars (both international and local) can be helpful for a wide range of products and services. Hungarian distributors often use scientific and/or information papers and publications in industry association magazines and trade journals as an effective tool for informing the Hungarian market about their product lines. Trade associations offer high quality publicity and display advertising on their websites at low prices. Co-operation with universities, colleges, and technical universities is also a popular type of trade promotion in Hungary. As is most countries these days, Hungary has changed from having general trade fairs to smaller specialized exhibitions that focus on sectors, like computers, environmental equipment, automotive products, agri-business, consumer goods, and building products. The number of these specialized fairs has grown in recent years in Hungary. Advertising in Hungary is critical especially in the consumer goods field. Hungarian purchasing decisions are increasingly subject to sophisticated print and electronic media techniques. According to the U.S. government's International Market Research Guide to Hungary, most large Hungarian firms engage in some form of advertising. In 2001, the most popular media (in order of preference) are television (44%), print media (40%), outdoor billboards/signs (9%), radio (6%), and movie spots (less than 1%). The Competition Law prohibits advertisements that mislead consumers or endanger the reputation of competitors. The Advertising Law, passed in June 1997, liberalized advertising, including lifting a ban on advertising alcohol and tobacco. Restrictions on the advertisement and promotion of pharmaceuticals (effective June 16, 2001) ban advertising of prescription drugs, vaccines, and dietary supplements, as well as over-the-counter preparations that are subsidized from social security funds. This ban, however, does not apply to products not subsidized by the Hungarian government. Sources: http://www.brandchannel.com http://www.stat-usa.gov - International Market Research - Hungary (2004) |
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