CREATION OF INFORMATION ASYMMETRY THROUGH TELEVISION ADVERTISING IN THE REPUBLIC OF MACEDONIA

Abstract

The goal of our paper is to analyze the advertising industry, actually the factors which affect the development of the advertising industry and hence of media in the Republic of Macedonia. The analysis is based on both quantitative data and qualitative assessment of legal acts and strategic documents of relevant institutions. We also are going to look at the challenges and obstacles faced by the business entities in the media market in the Republic of Macedonia. Finally, we are going to analyze the basic features of the television advertising in the Republic of Macedonia – its specifics, characteristics of the product/service, as well as the characteristics and structure of Macedonian market for television advertising. Our main finding is that the Government of the Republic of Macedonia is by far the largest political advertiser on the market. Hence, we conclude that the media in the country are highly exposed to biased political pressure. By and large the government – or, better said, political parties in office – abuse their position for creation of information asymmetry through which they profoundly affect voters’ expectations and attitude. It has both short- and long-term implications over the entire political stance in the country.