IAB Announces Advertising Creative Guidelines for Online Broadband Video Commercials; Includes Industry Compliance Program for Publishers and Technology Providers
NEW YORK-(BUSINESS WIRE)-Today, the IAB, in conjunction with its Broadband Committee, announced the final advertising creative guidelines for Broadband Video Commercials online. These creative guidelines were set after an extensive review of industry feedback over the past few months. The IAB has developed a compliance program to assist advertisers in identifying those publishers and technology providers who are compliant with these guidelines.
The Broadband Video Commercial creative guidelines were developed to further enhance the user experience without constraining creative opportunities for marketers and will improve the efficiency and ease of planning, buying and creating online media. These guidelines will allow advertisers and their agencies the ability to develop advertising content that is accepted by many of the leading interactive publishers.
"Broadband Video Commercials" are defined to include online advertising that may appear before, during, and after a variety of content including, but not limited to, streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.
Highlights of the creative guidelines include the following:
-- In-stream commercials may be up to thirty seconds long for pre and mid-roll commercials. Publishers may offer custom lengths for post roll.
-- A recommended minimum of 200 Kbps for encoded bit rates.
-- The minimum player controls present should be Start/Stop and Volume On/Off and Softer/Louder Control. Other recommended and acceptable buttons include Fast Forward/Rewind, Pause, Zoom and other Interactive buttons as needed. The following guidance will be accommodated during play. All buttons should be enabled throughout the play, with the exception of Fast Forward.
The final guidelines are available at www.iab.net/standards/broadband/index.asp
"We are confident that this final recommendation will benefit advertisers, agencies and interactive publishers," said Greg Stuart, CEO and president of the IAB. "We'd like to applaud the Broadband Committee for their diligent efforts in collaborating with members of the American Association of Advertising Agencies (AAAA)'s Interactive Marketing and New Media Committee to solicit feedback and to respond with a set of guidelines that create an industry-wide advertising platform that advertisers and their agencies can smartly utilize across multiple publishers without restricting creativity."
Only IAB Members are eligible to receive the specially designed "compliance seal." Compliant publishers agree to accept any agency or advertiser creative executions that follow the guidelines' specifications. Technology providers deemed as "compliant" are those that support the serving of all ads conforming to the guidelines' specifications.
The Broadband Committee acknowledges that there are areas of further examination, not thoroughly addressed in this document and continues to work diligently to explore and clarify these issues for the benefit of the industry.
Such issues may include:
-- Optimum length and ad effectiveness per content category
-- User vs. host-initiated content experience
-- Broadband video commercial serving and tracking
-- Third-party reporting
-- Content
-- Frequency capping
IAB members that are, or will be compliant within six to twelve months include:
-- Advertising.com
-- BusinessWeek Online
-- Cars.com
-- CBS
-- CNET Networks
-- Eyeblaster
-- Eyewonder
-- Fox Interactive
-- IGN
-- Interpolls
-- iVillage
-- Klipmart
-- Lightningcast
-- MSN
-- Nickelodeon, affiliate of MTV Networks
-- NY Times Digital
-- Unicast
-- Walt Disney Internet Group
-- The Weather Channel Interactive
-- Yahoo!
ABOUT THE IAB BROADBAND COMMITTEE
The Broadband Committee is co-chaired by George Stewart, Yahoo!. Participating companies include: A&E Television, About.com, AOL, Arbitron, Atom Shockwave, BusinessWeek Online, Cars.com, CBS, Classmates, CNET Networks, Comcast, comScore, Discovery Communications, Dow Jones Interactive, Dynamic Logic, Edmunds.com, ESPN.com, Eyeblaster, EyeWonder, Forbes.com, Fox Interactive, GameSpot, I/PRO, Interpolls, iVillage, Kaboose, Klipmart, Lightningcast, Massive Incorporated, MSN, Nickelodeon, NY Times Digital, Oddcast, Organic, This Old House, TVGuide.com, Unicast, United Online, USATODAY.com, USWeb, ValueClick, Verizon Superpages.com, Viewpoint, Walt Disney Internet Group, The Weather Channel Interactive, WorldNow, and Yahoo!
ABOUT THE IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) represents leading interactive companies that actively engage in, and support the sale of interactive advertising. IAB boasts over 200 members that are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit www.iab.net.
Wednesday, November 30, 2005
New face of 'social' advertising
inhome.rediff.com
Social concerns as an advertising strategy and creative execution is emerging as the latest trend among advertisers to sell their ware.
Earlier it was the preserve of public sector undertakings or companies that were in businesses that were polluting or posed a threat to nature or the community at large like oil, petroleum and steel majors, explains Shadab Abidi, copywriter with a reputed firm.
Debajit Rath who heads corporate communications at SAIL explains that PSUs were conceived with an inherent motive of public-good.
Earlier, due to lack of competition there was no need to convey this. But with more corporates jumping into the fray it became imperative for PSUs to communicate that they were socially responsible.
Rath adds, "It's almost the advertising equivalent of corporate social responsibility. It gives a human face to a brand and protects it in the face of negative publicity. Brands are awakening to this."
The Cannes Lion 2005 winner, the Honda commercial (Hate something, change something) perhaps best exemplifies this trend.
In the Indian context Surf (save two buckets of water), Lifebuoy (boy sweeping the street), Aaj Tak, Saffola (Thank you Aunty) and the latest Red FM (Bajate Raho) campaign are some of the advertisements that have effectively used the strategy to create a distinct resonance for their brand.
"The trend is increasing across brands and categories because it is seen as an effective way to break clutter, " says Anand Bhushan, copywriter with EuroRSCG, who has worked extensively on one such campaign.
"I think at the end of the day the idea is to get a positive evaluation for the brand and sell more units. The social twist makes the consumer feel like using a brand is a virtue," say Ashish Chakraborty, creative director, Contract.
In the case of the Surf advertisement, which was first launched in Chennai, the creative came out of the chronic water shortage that the city has been facing for several years now.
"People there wash their clothes twice a week or so. The R&D unit then came out with a version of the product that would use less water. We articulated this and gave it the shape of a creative solution," say Brajesh Jacob, creative director, Lowe.
A similar logic was applied to the Honda ad explains Charkaborty. "The diesel engine is detestable. It was made pollution-free and the creative communicated the same.
Samir Pasrich, creative director, R K Swami, says that the cause has to fit in with the nature of the product and the core competency of the brand. "Philips can't say save water and surf can't say save electricity," he says.
In the case of Red FM the idea was to talk to housewives, rikshawallahs and panwallas. In other words to the so-called periphery in terms of demographics that are normally addressed in advertising, says Satbir Singh, vice president (creative), Euro RSCG.
"The brand aspired to articulate their voice. With so many stations in the fray, people have to belong to a station, else they will tune out, " Singh adds.
Programming head of Red FM, Vehrnon Ibrahim cites the example of the Mumbai rains, when they went live and aired messages to relatives of those stuck in the rain. "We didn't call up clients and push for ads, " he says adding, " This is before our campaign was aired."
Red has latched onto an umbrella of social issues specific to the city. "So if it is parking, water, employment in Mumbai, defacement of monuments and red tapism in Delhi… People like it when you can "rip apart" people in positions of authority. We can't create a revolution, but at least we can bring concerns to the fore," says Anand Bhushan, copywriter, who has extensively worked on the brand.
Jacob and Singh both emphasise that the "product lives up to the promise." As Singh puts it, ' You can fool some people all the time and some people some of the time, but even in the garb of a social concern a bad product will not sell." Chakraobarty adds, "This strategy is like an icing on the cake if you have a solid product."
Social concerns as an advertising strategy and creative execution is emerging as the latest trend among advertisers to sell their ware.
Earlier it was the preserve of public sector undertakings or companies that were in businesses that were polluting or posed a threat to nature or the community at large like oil, petroleum and steel majors, explains Shadab Abidi, copywriter with a reputed firm.
Debajit Rath who heads corporate communications at SAIL explains that PSUs were conceived with an inherent motive of public-good.
Earlier, due to lack of competition there was no need to convey this. But with more corporates jumping into the fray it became imperative for PSUs to communicate that they were socially responsible.
Rath adds, "It's almost the advertising equivalent of corporate social responsibility. It gives a human face to a brand and protects it in the face of negative publicity. Brands are awakening to this."
The Cannes Lion 2005 winner, the Honda commercial (Hate something, change something) perhaps best exemplifies this trend.
In the Indian context Surf (save two buckets of water), Lifebuoy (boy sweeping the street), Aaj Tak, Saffola (Thank you Aunty) and the latest Red FM (Bajate Raho) campaign are some of the advertisements that have effectively used the strategy to create a distinct resonance for their brand.
"The trend is increasing across brands and categories because it is seen as an effective way to break clutter, " says Anand Bhushan, copywriter with EuroRSCG, who has worked extensively on one such campaign.
"I think at the end of the day the idea is to get a positive evaluation for the brand and sell more units. The social twist makes the consumer feel like using a brand is a virtue," say Ashish Chakraborty, creative director, Contract.
In the case of the Surf advertisement, which was first launched in Chennai, the creative came out of the chronic water shortage that the city has been facing for several years now.
"People there wash their clothes twice a week or so. The R&D unit then came out with a version of the product that would use less water. We articulated this and gave it the shape of a creative solution," say Brajesh Jacob, creative director, Lowe.
A similar logic was applied to the Honda ad explains Charkaborty. "The diesel engine is detestable. It was made pollution-free and the creative communicated the same.
Samir Pasrich, creative director, R K Swami, says that the cause has to fit in with the nature of the product and the core competency of the brand. "Philips can't say save water and surf can't say save electricity," he says.
In the case of Red FM the idea was to talk to housewives, rikshawallahs and panwallas. In other words to the so-called periphery in terms of demographics that are normally addressed in advertising, says Satbir Singh, vice president (creative), Euro RSCG.
"The brand aspired to articulate their voice. With so many stations in the fray, people have to belong to a station, else they will tune out, " Singh adds.
Programming head of Red FM, Vehrnon Ibrahim cites the example of the Mumbai rains, when they went live and aired messages to relatives of those stuck in the rain. "We didn't call up clients and push for ads, " he says adding, " This is before our campaign was aired."
Red has latched onto an umbrella of social issues specific to the city. "So if it is parking, water, employment in Mumbai, defacement of monuments and red tapism in Delhi… People like it when you can "rip apart" people in positions of authority. We can't create a revolution, but at least we can bring concerns to the fore," says Anand Bhushan, copywriter, who has extensively worked on the brand.
Jacob and Singh both emphasise that the "product lives up to the promise." As Singh puts it, ' You can fool some people all the time and some people some of the time, but even in the garb of a social concern a bad product will not sell." Chakraobarty adds, "This strategy is like an icing on the cake if you have a solid product."
Tuesday, November 29, 2005
Online Video Advertising: Not an Oxymoron Anymore
(After December 29, 2005, this article will only be available to eStat Database subscribers.)
Is the explosive growth of Internet video advertising bad news for television advertising? Not really.
"Television and the Internet will find ways to complement each other, winner-take-all is not the name of the game," says David Hallerman, Senior Analyst at eMarketer and author of the Online Video Advertising report. "Video represents common ground for the two media, not a field of battle."
eMarketer estimates that spending for Internet video advertising in the US will nearly triple in 2007 to $640 million from this year's $225 million.
By the end of the decade, advertisers will spend at least $1.5 billion on video ads online.
One of the main drivers of online video advertising is broadband adoption in the home.
According to eMarketer, the number of US broadband households will more than double from 2004 (at 34.3 million) to 2008 (at 69.4 million).
The key barrier was passed earlier this year, when more than half of US online households connected via high-speed access. Advertisers seeking a mass audience can now look online. By early 2008 more than half of all households — online or not — will log-on via broadband.
All this is very good news for advertising agencies. Now the products they do best — film and video commercials, or "spots" — can be transferred to a new medium, new markets.
"In real-world terms, what that means is marketing campaigns can extend TV's reach to the online space, enticing the target audience to spend more time with a particular brand," says Mr. Hallerman. "It also means using the Internet's ability to track consumers in ways that match up television commercials with online (and offline) activity."
He adds: "And it means combining the content offered on the tube with the control individuals take for granted on the Internet."
Full-service shops will become increasingly important as advertisers look to extend video assets across media. Agencies that specialize in online more than offline — or vice versa — will need to pursue partnerships, mergers and experienced personnel to provide both online and offline services.
"More than any other advertising format," says Mr. Hallerman, "Internet video has the potential to blend hot marketing elements together — branded entertainment, paid search, viral marketing, consumer generated media, behavioral targeting, website brand marketing and online gaming."
Be on the on the leading edge of advertising, read eMarketer's new Online Video Advertising report today.
AdWatcher.com Targets Click Fraud in Online Holiday Advertising Campaigns
AdWatcher.com, an online ad tracking and click fraud monitoring company, predicts that click fraud will prove to be a larger threat online than originally thought for 2005’s holiday advertising campaigns.
New York City, NY (PRWEB)Based upon holiday projections of record-breaking sales through the end of the year, AdWatcher.com, an online ad tracking and click fraud detection service, predicts that click and other types of online-based fraud will prove to be an even larger threat than originally thought.
With more money being spent by businesses on online advertising for the holiday season than ever before, those who plan to defraud the industry are indulging not only in more and more incidents of click fraud but also some pretty inventive, sophisticated and complex ways to attack the defences webmasters put in place to protect their pay per click campaigns on Google, Yahoo, and other search engines.
Studies by such leading shopping research icons as Nielsen and JupiterResearch have estimated that the 2005 holiday shopping season will increase by approximately $26 billion, or 21.9% over last year. Retailers are expected to use more personalization in their ad campaigns this year, as an increasing use of contextually targeted ads throughout 2005 has demonstrated these aspects to increase conversions.
Competition for the online dollar has been intense this year, making it all the more important to ensure that every penny you have spent in targeting your ad campaigns has been spent wisely. The only way to be certain of that is to track visitors to your website -- how they got there, what they did while they were there, and where they went after they left, hopefully after pausing to use your shopping cart system to make a purchase.
Because you will have spent more effort this year in making sure that your ads are content-rich and tailored to appeal to the type of people who buy your products or services, you can’t stop there -- you need to know where and when your ad worked best. Armed with this information, you can craft future ad campaigns to hit during the time of day, the local area, and at the types of websites your demographic hangs out at, making the maximum possible impact at the maximum effective time for the highest possible yield.
“By collecting and analyzing data throughout the year, a business becomes more authoritative about the efficacy of their attempts at ad tracking, and is in a position to carry out some of our suggested way to increase reach,’ said Boris Mordkovich, Director of Operations of AdWatcher.com (http://www.adwatcher.com) a New-York based company that specializes in helping small- to mid-sized businesses detect and deter click fraud in their Pay Per Click campaigns.
As advertisers begin to see their carefully crafted ad campaigns unfold across websites around the Internet, it will turn into a winter wonderland for those retailers who were well prepared and a windswept wasteland to those who left it too late or didn’t prepare well before hand.
New York City, NY (PRWEB)Based upon holiday projections of record-breaking sales through the end of the year, AdWatcher.com, an online ad tracking and click fraud detection service, predicts that click and other types of online-based fraud will prove to be an even larger threat than originally thought.
With more money being spent by businesses on online advertising for the holiday season than ever before, those who plan to defraud the industry are indulging not only in more and more incidents of click fraud but also some pretty inventive, sophisticated and complex ways to attack the defences webmasters put in place to protect their pay per click campaigns on Google, Yahoo, and other search engines.
Studies by such leading shopping research icons as Nielsen and JupiterResearch have estimated that the 2005 holiday shopping season will increase by approximately $26 billion, or 21.9% over last year. Retailers are expected to use more personalization in their ad campaigns this year, as an increasing use of contextually targeted ads throughout 2005 has demonstrated these aspects to increase conversions.
Competition for the online dollar has been intense this year, making it all the more important to ensure that every penny you have spent in targeting your ad campaigns has been spent wisely. The only way to be certain of that is to track visitors to your website -- how they got there, what they did while they were there, and where they went after they left, hopefully after pausing to use your shopping cart system to make a purchase.
Because you will have spent more effort this year in making sure that your ads are content-rich and tailored to appeal to the type of people who buy your products or services, you can’t stop there -- you need to know where and when your ad worked best. Armed with this information, you can craft future ad campaigns to hit during the time of day, the local area, and at the types of websites your demographic hangs out at, making the maximum possible impact at the maximum effective time for the highest possible yield.
“By collecting and analyzing data throughout the year, a business becomes more authoritative about the efficacy of their attempts at ad tracking, and is in a position to carry out some of our suggested way to increase reach,’ said Boris Mordkovich, Director of Operations of AdWatcher.com (http://www.adwatcher.com) a New-York based company that specializes in helping small- to mid-sized businesses detect and deter click fraud in their Pay Per Click campaigns.
As advertisers begin to see their carefully crafted ad campaigns unfold across websites around the Internet, it will turn into a winter wonderland for those retailers who were well prepared and a windswept wasteland to those who left it too late or didn’t prepare well before hand.
TiVo announces first advertising search product for TV
Indiantelevision.com Team
MUMBAI: TiVo Inc. is planning to offer the first television-based advertising search solution in mid 2006. Leveraging TiVo's television search capabilities that enhance the TV viewing experience, the new product will deliver relevant, targeted advertising to subscribers that want to view particular advertising categories.
This new advertising approach presents an opportunity for TiVo service subscribers to search for relevant information on products or services that match their needs. The heightened viewer experience that the new offering is intended to provide will deliver non-intrusive, relevant, interactive advertising, on a opt-in basis.
Today television advertising is almost entirely delivered when adjacent to mass programming. For the first time, advertisers will have the ability to deliver television advertising, on demand and targeted to consumers, without the limitations of traditional television media placement.
Agency research and development techniques will contribute in determining relevant categories of interest, such as automotive, travel, telecommunications, and consumer packaged goods, as well as determine relevant pricing models.
"TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers," said TiVo president and CEO Tom Rogers.
Advertisers will be able to reach viewers in the market for a certain product or service. Ads will be delivered to subscribers who can conduct a search for a product by category or associated with keywords, utilising the same revolutionary keyword search techniques offered with internet advertising, resulting in increased relevancy for the consumer, as well as efficient, measurable results for the advertiser.
TiVo subscribers, if they choose to use the search capability, will retain control over their viewing experience through the creation of a viewer contributed profile via the set-top box that will enable them to receive advertisements based on their interests.
"TiVo intends to capture the best of the internet advertising model and create a unique advertising product for the television medium that will provide measurable results.," said TiVo vice president national advertising sales Davina Kent.
Leading media and advertising agencies including Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight, the advertising sales division of Comcast Cable, have worked with TiVo to provide their expertise in the development of this product.
"We recognise that consumer media usage is changing and are committed to seeking out opportunities, like the new search product to be offered by TiVo, to continue to deliver our clients with maximum return on investment in their media choices," said Interpublic Media chairman and CEO Mark Rosenthal.
"The new TiVo application will provide both a needed platform for consumers to seek out relevant, searchable commercial content and an environment for advertisers to engage highly desirable and motivated consumers. It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," said Starcom vice president and Video Innovations Director Tracey Scheppach.
OMD Digital US director Sean Finnegan said, "This product represents the next iteration of search . Through initial conversations with our clients, we have seen much interest in TiVo's advertising solutions and believe that through further development, we will have the opportunity to reach target audiences in a more relevant and engaging manner."
"The Richards Group is intent on delivering the most innovative and creative solutions to our clients. We believe that TiVo's new search advertising product is the right solution to ensure that our client's brands are seen by the highest-value customers," said The Richards Group principal Larry Spiegel.
"Comcast Spotlight is thrilled to be working with TiVo and the advertising community on this exciting new product offering," said Comcast Spotlight president Charlie Thurston.
TiVo launched a successful interactive direct response advertising program in August, where subscribers were given the opportunity to respond to a customised call to action or branded "tag" in select commercial spots. TiVo's new search advertising product allows advertisers to further engage their target consumers with the benefits of the television experience.
MUMBAI: TiVo Inc. is planning to offer the first television-based advertising search solution in mid 2006. Leveraging TiVo's television search capabilities that enhance the TV viewing experience, the new product will deliver relevant, targeted advertising to subscribers that want to view particular advertising categories.
This new advertising approach presents an opportunity for TiVo service subscribers to search for relevant information on products or services that match their needs. The heightened viewer experience that the new offering is intended to provide will deliver non-intrusive, relevant, interactive advertising, on a opt-in basis.
Today television advertising is almost entirely delivered when adjacent to mass programming. For the first time, advertisers will have the ability to deliver television advertising, on demand and targeted to consumers, without the limitations of traditional television media placement.
Agency research and development techniques will contribute in determining relevant categories of interest, such as automotive, travel, telecommunications, and consumer packaged goods, as well as determine relevant pricing models.
"TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers," said TiVo president and CEO Tom Rogers.
Advertisers will be able to reach viewers in the market for a certain product or service. Ads will be delivered to subscribers who can conduct a search for a product by category or associated with keywords, utilising the same revolutionary keyword search techniques offered with internet advertising, resulting in increased relevancy for the consumer, as well as efficient, measurable results for the advertiser.
TiVo subscribers, if they choose to use the search capability, will retain control over their viewing experience through the creation of a viewer contributed profile via the set-top box that will enable them to receive advertisements based on their interests.
"TiVo intends to capture the best of the internet advertising model and create a unique advertising product for the television medium that will provide measurable results.," said TiVo vice president national advertising sales Davina Kent.
Leading media and advertising agencies including Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight, the advertising sales division of Comcast Cable, have worked with TiVo to provide their expertise in the development of this product.
"We recognise that consumer media usage is changing and are committed to seeking out opportunities, like the new search product to be offered by TiVo, to continue to deliver our clients with maximum return on investment in their media choices," said Interpublic Media chairman and CEO Mark Rosenthal.
"The new TiVo application will provide both a needed platform for consumers to seek out relevant, searchable commercial content and an environment for advertisers to engage highly desirable and motivated consumers. It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," said Starcom vice president and Video Innovations Director Tracey Scheppach.
OMD Digital US director Sean Finnegan said, "This product represents the next iteration of search . Through initial conversations with our clients, we have seen much interest in TiVo's advertising solutions and believe that through further development, we will have the opportunity to reach target audiences in a more relevant and engaging manner."
"The Richards Group is intent on delivering the most innovative and creative solutions to our clients. We believe that TiVo's new search advertising product is the right solution to ensure that our client's brands are seen by the highest-value customers," said The Richards Group principal Larry Spiegel.
"Comcast Spotlight is thrilled to be working with TiVo and the advertising community on this exciting new product offering," said Comcast Spotlight president Charlie Thurston.
TiVo launched a successful interactive direct response advertising program in August, where subscribers were given the opportunity to respond to a customised call to action or branded "tag" in select commercial spots. TiVo's new search advertising product allows advertisers to further engage their target consumers with the benefits of the television experience.
Saturday, November 26, 2005
Multimap's Storefinder Service Boosts Advertising Campaign Effectiveness for TXT4 Clients
Company: Multimap.com
Industry: Location-based Services (LBS)
Location: London, United Kingdom
Consumers can now use SMS to request full contact details for nearest outlets from advertisers
Multimap, one of the world's leading online mapping companies, and TXT4, the popular text response specialist, have teamed up to enable advertisers to send nearest store information to customers responding to advertising and promotional campaigns via text. The addition of this service to TXT4's offering makes the quick, inexpensive and convenient response channel even more effective for advertisers; providing full address details of nearby stores quickly to interested consumers boosts footfall to brands physical locations, and increases promotion take-up.
Consumers simply send an SMS reply to brands adverts with their name, house number and/or postcode, and Multimap then validates and geo-codes the data in real-time, and interrogates the results against the client's database. An SMS is immediately sent to consumers with full address details, as specified by the client, of their nearest outlet, prompting a visit to the store.
Commenting on the addition of Multimap's location services to its offering, Tim Carrigan, Chairman of TXT4 said, "We enable our clients to offer SMS as a response option on their advertising, and the addition of Multimap's nearest store and outlet information services is undoubtedly a great value-add to this. Consumers often use SMS to respond to advertising on impulse and, by providing them with contact details for nearby outlets where they can fulfil an offer immediately, we maximise the likelihood of them proceeding to visit a store and complete a transaction. We are pleased to be working with Multimap to boost campaign effectiveness in this way.
Many of TXT's major brand clients, including Wickes, smart, Vauxhall, Ford and TKMaxx, have deployed Multimap's Storefinder service as part of their TXT4 offering.
Volkswagen uses TXT4's SMS response mechanic on its advertising, allowing users to arrange a test drive and find their nearest dealer by simply sending a text message in response to a Volkswagen advert. Catherine Woolfe, Volkswagen's communications manager, commented, "We know SMS is a preferred channel for many consumers, so it makes Volkswagen as accessible as possible to the widest audience. Providing interested parties with location information on nearby dealerships increases traffic through the doors and we value this part of the offering highly."
Sean Phelan, founder and chairman of Multimap, said, "Multimap is pioneering mapping and location-based services in the mobile arena. We've long had the technology to deliver maps, travel directions and local information via mobile and SMS, and the market is now ready to embrace the marketing opportunities afforded by this. We have been working with a number of major brands for some time to deliver mapping services via this medium, and we're delighted to now extend this to TXT4's impressive client base."
About Multimap
Multimap is one of the world's leading providers of mapping and location-based services. The company delivers more online maps, point-to-point driving directions and geo-spatial ("where's my nearest?") searches to more companies than any other supplier in Europe. All services are offered on mobile, PDA, kiosk, and interactive TV platforms and in multiple languages.
The public website, www.multimap.com, provides a range of free, useful services to assist with everyday life. Key features include street-level maps of Europe, USA, Canada, New Zealand and Australia; road maps of the world; door-to-door travel directions; aerial photographs; links to location information; and services such as hotel, restaurant and entertainment booking. The public site attracts over 10 million unique users, registers more than 160 million page impressions every month, and is one of the top 10 most visited websites in the UK. Multimap recently featured in The Sunday Times Fast Track 100 league table of fastest-growing unquoted UK companies across all sectors.
About TXT4
TXT4 is a London-based technology company that currently provides over 50 blue chip clients with a range of products to make marketing more effective and accountable. TXT4's clients offer SMS as a response option on advertising, allowing consumers to request various forms of fulfilment such as brochures, test drives or nearest store location by sending an SMS in response to advertising. Clients receive elevated advertising response rates, reduced acquisition costs and high quality data collection. The technology provides a single viewpoint on which ads and media channels are performing best, and Experian profiling of respondents, allowing clients to understand what kind of customers they're attracting.
TXT4's clients include: BMW, Kuoni, AOL, Kodak, The Scottish Executive, Mazda, Phillips and Bose.
TXT4's global partners are Experian and Mobile365.
Industry: Location-based Services (LBS)
Location: London, United Kingdom
Consumers can now use SMS to request full contact details for nearest outlets from advertisers
Multimap, one of the world's leading online mapping companies, and TXT4, the popular text response specialist, have teamed up to enable advertisers to send nearest store information to customers responding to advertising and promotional campaigns via text. The addition of this service to TXT4's offering makes the quick, inexpensive and convenient response channel even more effective for advertisers; providing full address details of nearby stores quickly to interested consumers boosts footfall to brands physical locations, and increases promotion take-up.
Consumers simply send an SMS reply to brands adverts with their name, house number and/or postcode, and Multimap then validates and geo-codes the data in real-time, and interrogates the results against the client's database. An SMS is immediately sent to consumers with full address details, as specified by the client, of their nearest outlet, prompting a visit to the store.
Commenting on the addition of Multimap's location services to its offering, Tim Carrigan, Chairman of TXT4 said, "We enable our clients to offer SMS as a response option on their advertising, and the addition of Multimap's nearest store and outlet information services is undoubtedly a great value-add to this. Consumers often use SMS to respond to advertising on impulse and, by providing them with contact details for nearby outlets where they can fulfil an offer immediately, we maximise the likelihood of them proceeding to visit a store and complete a transaction. We are pleased to be working with Multimap to boost campaign effectiveness in this way.
Many of TXT's major brand clients, including Wickes, smart, Vauxhall, Ford and TKMaxx, have deployed Multimap's Storefinder service as part of their TXT4 offering.
Volkswagen uses TXT4's SMS response mechanic on its advertising, allowing users to arrange a test drive and find their nearest dealer by simply sending a text message in response to a Volkswagen advert. Catherine Woolfe, Volkswagen's communications manager, commented, "We know SMS is a preferred channel for many consumers, so it makes Volkswagen as accessible as possible to the widest audience. Providing interested parties with location information on nearby dealerships increases traffic through the doors and we value this part of the offering highly."
Sean Phelan, founder and chairman of Multimap, said, "Multimap is pioneering mapping and location-based services in the mobile arena. We've long had the technology to deliver maps, travel directions and local information via mobile and SMS, and the market is now ready to embrace the marketing opportunities afforded by this. We have been working with a number of major brands for some time to deliver mapping services via this medium, and we're delighted to now extend this to TXT4's impressive client base."
About Multimap
Multimap is one of the world's leading providers of mapping and location-based services. The company delivers more online maps, point-to-point driving directions and geo-spatial ("where's my nearest?") searches to more companies than any other supplier in Europe. All services are offered on mobile, PDA, kiosk, and interactive TV platforms and in multiple languages.
The public website, www.multimap.com, provides a range of free, useful services to assist with everyday life. Key features include street-level maps of Europe, USA, Canada, New Zealand and Australia; road maps of the world; door-to-door travel directions; aerial photographs; links to location information; and services such as hotel, restaurant and entertainment booking. The public site attracts over 10 million unique users, registers more than 160 million page impressions every month, and is one of the top 10 most visited websites in the UK. Multimap recently featured in The Sunday Times Fast Track 100 league table of fastest-growing unquoted UK companies across all sectors.
About TXT4
TXT4 is a London-based technology company that currently provides over 50 blue chip clients with a range of products to make marketing more effective and accountable. TXT4's clients offer SMS as a response option on advertising, allowing consumers to request various forms of fulfilment such as brochures, test drives or nearest store location by sending an SMS in response to advertising. Clients receive elevated advertising response rates, reduced acquisition costs and high quality data collection. The technology provides a single viewpoint on which ads and media channels are performing best, and Experian profiling of respondents, allowing clients to understand what kind of customers they're attracting.
TXT4's clients include: BMW, Kuoni, AOL, Kodak, The Scottish Executive, Mazda, Phillips and Bose.
TXT4's global partners are Experian and Mobile365.
Advertising has become a whole different story
John Weeks, staff writer
I am so upset the way sneaky product-placement advertising is turning up these days, disguised as entertainment, that awhile ago my hand was trembling as I held my morning cup of delicious mountain-roasted Folger's Coffee. We are seeing this pernicious stealth marketing everywhere, especially in reality TV programming. "The Apprentice," for example, has become a weekly primetime infomercial for various products that Donald Trump's minions are assigned to promote.
Originally, I thought Trump used valid, personal business contacts to set up these challenges. I thought he had friends and colleagues who helmed companies like Burger King and Pepsi and Proctor & Gamble, and that he was networking with these business associates in a respectable way.
Turns out, though, that these companies pay big bucks to get on Trump's show. Burger King, for example, shelled out a reported $2 million-plus for what turned out to be an hour-long puff piece on their new products.
The awful reality of what is happening on reality TV has hit me like a ton of bricks. I did a slow burn as I thought about it while showering this morning, and I almost knocked over the shampoo bottle. This would have been a shame, because it's the highly effective dandruff fighter with the pleasant scent, Selsun Blue.
It's not just reality TV that is being infected this stealth marketing virus. Scripted TV and the movies also are blending commercial tie-ins with plotlines. CBS chairman Les Moonves recently was quoted as saying that as many as three-fourths of scripted primetime network shows soon will feature such "product integration." The key to making this happen, he said, will be "breaking down the resistance of writers, directors and actors."
Yeah, that's what it will take. Most writers, directors and actors are interested in telling good stories, not selling breakfast cereal.
Of course, bottom-line thinking has invaded the art world, just as it has done in the business world. Artists have to survive, too, and the siren call of the Almighty Dollar can be irresistible.
Certainly, in the past, creative people have lent their talents to the marketing world. There was a fuss, for example, when J.W. Waterhouse, one of Victorian England's most famous painters, created an advertising poster for Pears Soap.
Many other respected artists have done commercial paintings, including Norman Rockwell, Dr. Seuss and Leroy Neiman.
TV funnyman Jerry Seinfeld has written whole ad campaigns for companies like American Express.
But there always has been a bold line between art products and marketing products, and now that bold line isn't even a fine line any more. Instead of separate entities, the story telling and the selling are being blended into a single product.
I continued to stew about this as I drove to work, in my roomy and affordable Honda CRV, and I determined I must write something in protest.
What if product placement had been rampant in days of old? Imagine how different,
Advertisement
and less satisfying, our favorite stories might be.
Shakespeare's Lady Macbeth would have cried, "Out, damn spot!" as she vigorously applied new, improved Comet cleanser to her soiled linens. Then she would have beamed as she held up the finished product.
In Milton's "Paradise Lost," Lucifer would have been cast out of heaven, but he would have found a room at Motel 6, where they always leave a light on.
Dickens would have had Oliver Twist holding out his bowl and asking, "Please, sir, may I have some more delicious and nutritious Quaker oatmeal?"
Literary masterpieces might not have been the only things compromised crass commercialism. Famous paintings also could have fallen under the spell. The Mona Lisa could have been holding a box of Correctol, the gentle women's laxative for overnight relief. Certainly it would explain her serenely happy look.
The Blue Boy could have been selling canned peas, with his dad, the Jolly Green Giant, smiling in the background.
George Washington might have been standing in that boat holding an AFLAC banner, with ducks quacking all around.
It makes my head hurt, just thinking about it. I probably need to take an Exedrin, the headache medicine, for fast, fast relief.
What if famous statues had been tainted commercial greed? If the Venus de Milo had been holding a large economy-size bottle of Lysol brand toilet bowl cleaner, well, it would have been no surprise that someone knocked her arm off. Would we still hold the Discus Thrower in reverence and awe if he was holding a Frisbee in his hand?
What if Abraham Lincoln was sitting majestically in the Lincoln Memorial, in our Nation's Capital, holding a big sack of Alpo brand dry dog food on his lap?
I'm sure you'll agree with me that such things are deplorable to think about. And I offer you my promise that you never will see any kind of shameless hucksterism in this column, because this column is not for sale, at any price that is below the high six figures.
Otherwise, I would not be able to look at myself in the mirror. A very nice mirror, by the way, that I recently purchased at Lowe's, where they're "Improving Home Improvement."
John Weeks is a staff writer. Contact him by phone at (909) 386-3858 or by email at john.weeks
I am so upset the way sneaky product-placement advertising is turning up these days, disguised as entertainment, that awhile ago my hand was trembling as I held my morning cup of delicious mountain-roasted Folger's Coffee. We are seeing this pernicious stealth marketing everywhere, especially in reality TV programming. "The Apprentice," for example, has become a weekly primetime infomercial for various products that Donald Trump's minions are assigned to promote.
Originally, I thought Trump used valid, personal business contacts to set up these challenges. I thought he had friends and colleagues who helmed companies like Burger King and Pepsi and Proctor & Gamble, and that he was networking with these business associates in a respectable way.
Turns out, though, that these companies pay big bucks to get on Trump's show. Burger King, for example, shelled out a reported $2 million-plus for what turned out to be an hour-long puff piece on their new products.
The awful reality of what is happening on reality TV has hit me like a ton of bricks. I did a slow burn as I thought about it while showering this morning, and I almost knocked over the shampoo bottle. This would have been a shame, because it's the highly effective dandruff fighter with the pleasant scent, Selsun Blue.
It's not just reality TV that is being infected this stealth marketing virus. Scripted TV and the movies also are blending commercial tie-ins with plotlines. CBS chairman Les Moonves recently was quoted as saying that as many as three-fourths of scripted primetime network shows soon will feature such "product integration." The key to making this happen, he said, will be "breaking down the resistance of writers, directors and actors."
Yeah, that's what it will take. Most writers, directors and actors are interested in telling good stories, not selling breakfast cereal.
Of course, bottom-line thinking has invaded the art world, just as it has done in the business world. Artists have to survive, too, and the siren call of the Almighty Dollar can be irresistible.
Certainly, in the past, creative people have lent their talents to the marketing world. There was a fuss, for example, when J.W. Waterhouse, one of Victorian England's most famous painters, created an advertising poster for Pears Soap.
Many other respected artists have done commercial paintings, including Norman Rockwell, Dr. Seuss and Leroy Neiman.
TV funnyman Jerry Seinfeld has written whole ad campaigns for companies like American Express.
But there always has been a bold line between art products and marketing products, and now that bold line isn't even a fine line any more. Instead of separate entities, the story telling and the selling are being blended into a single product.
I continued to stew about this as I drove to work, in my roomy and affordable Honda CRV, and I determined I must write something in protest.
What if product placement had been rampant in days of old? Imagine how different,
Advertisement
and less satisfying, our favorite stories might be.
Shakespeare's Lady Macbeth would have cried, "Out, damn spot!" as she vigorously applied new, improved Comet cleanser to her soiled linens. Then she would have beamed as she held up the finished product.
In Milton's "Paradise Lost," Lucifer would have been cast out of heaven, but he would have found a room at Motel 6, where they always leave a light on.
Dickens would have had Oliver Twist holding out his bowl and asking, "Please, sir, may I have some more delicious and nutritious Quaker oatmeal?"
Literary masterpieces might not have been the only things compromised crass commercialism. Famous paintings also could have fallen under the spell. The Mona Lisa could have been holding a box of Correctol, the gentle women's laxative for overnight relief. Certainly it would explain her serenely happy look.
The Blue Boy could have been selling canned peas, with his dad, the Jolly Green Giant, smiling in the background.
George Washington might have been standing in that boat holding an AFLAC banner, with ducks quacking all around.
It makes my head hurt, just thinking about it. I probably need to take an Exedrin, the headache medicine, for fast, fast relief.
What if famous statues had been tainted commercial greed? If the Venus de Milo had been holding a large economy-size bottle of Lysol brand toilet bowl cleaner, well, it would have been no surprise that someone knocked her arm off. Would we still hold the Discus Thrower in reverence and awe if he was holding a Frisbee in his hand?
What if Abraham Lincoln was sitting majestically in the Lincoln Memorial, in our Nation's Capital, holding a big sack of Alpo brand dry dog food on his lap?
I'm sure you'll agree with me that such things are deplorable to think about. And I offer you my promise that you never will see any kind of shameless hucksterism in this column, because this column is not for sale, at any price that is below the high six figures.
Otherwise, I would not be able to look at myself in the mirror. A very nice mirror, by the way, that I recently purchased at Lowe's, where they're "Improving Home Improvement."
John Weeks is a staff writer. Contact him by phone at (909) 386-3858 or by email at john.weeks
Comments on the Air NZ Advertising Court Decision
Press Release: Advertising Standards Authority
Advertising Standards Authority comments on the Air New Zealand Advertising Court Decision
Following the recent successful prosecution by the Commerce Commission in the District Court relating to Air New Zealand advertising, the Advertising Standards Authority will study the decision closely and consider its impact on its own codes of practice. Hilary Souter, Executive Director of the ASA, said “the ASA Code of Ethics has a rule covering truthful presentation in advertising, and it is very helpful to have a Decision from the District Court that provides additional legal interpretation about the use of small print in advertising.”
“The Advertising Standards Complaints Board regularly receives complaints about advertisements that consumers consider misleading because of information provided in the small print.”
Ms Souter indicated that this is a complex area that the Authority has considered in compiling its Codes of Advertising Practice.
“We are committed to best practice in advertising and will take this opportunity to consider providing additional information in our Codes as a result of the detailed examination undertaken by the Court of the Air New Zealand advertising.”
Copies of the advertising codes of practice are available on the ASA website, www.asa.co.nz or from the ASA office in Wellington.
The following organisations are members of the ASA:
Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Online Publishers’ Group, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc)
ENDS
Advertising Standards Authority comments on the Air New Zealand Advertising Court Decision
Following the recent successful prosecution by the Commerce Commission in the District Court relating to Air New Zealand advertising, the Advertising Standards Authority will study the decision closely and consider its impact on its own codes of practice. Hilary Souter, Executive Director of the ASA, said “the ASA Code of Ethics has a rule covering truthful presentation in advertising, and it is very helpful to have a Decision from the District Court that provides additional legal interpretation about the use of small print in advertising.”
“The Advertising Standards Complaints Board regularly receives complaints about advertisements that consumers consider misleading because of information provided in the small print.”
Ms Souter indicated that this is a complex area that the Authority has considered in compiling its Codes of Advertising Practice.
“We are committed to best practice in advertising and will take this opportunity to consider providing additional information in our Codes as a result of the detailed examination undertaken by the Court of the Air New Zealand advertising.”
Copies of the advertising codes of practice are available on the ASA website, www.asa.co.nz or from the ASA office in Wellington.
The following organisations are members of the ASA:
Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Online Publishers’ Group, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc)
ENDS
Better Business Bureau speaks out about holiday advertising
During the coming weeks, many businesses will advertise "specials" and "sales" to attract holiday shoppers. Although most ads are truthful and provide helpful information to customers, occasionally some stores will run misleading or deceptive advertising. The Better Business Bureau offers the following checklist for business owners and managers to make certain their advertisements adhere to BBB standards and the spirit of the holidays!
# Are you making an impossible promise? To advertise that you offer the "lowest price in town" implies that you are constantly checking the price of every competitor everyday.
# When using the term "guarantee," you should include a statement that advises shoppers where to obtain complete details (at your store? on your Web site?).
# A "sale" is defined as a significant reduction from the advertiser’s usual and customary price of the merchandise. Also, if the "sale" price is offered for more than 30 days, this becomes a regular price and the item should not be advertised as if it were "on sale."
# If you advertise that you wil* meet all competitors’ prices," make sure the terms are clear and easy to follow. If you create too many conditions, the claim becomes worthless and you could alienate your customers.
# Do not participate in "bait and switch" tactics, which involve advertising a low-priced item to bring in customers, then persuading them to buy similar, but higher-priced items.
# Factory direct," "factory to you," and "factory outlet" claims are considered accurate only if the merchandise is actually manufactured in factories owned or controlled by the advertiser.
# Do not advertise "wholesale" prices unless the prices are the same as what you the retailers paid when you bought the merchandise for resale.
# Is your advertising easy to understand without asterisks and fine print? Asterisks should not be used as a means of contradicting or substantially changing the meaning of an advertising statement.
# Do you believe your own comparative pricing claims? You should be able to substantiate all claims made in the ad.
# Finally, make certain you have adequate supplies of merchandise on hand to meet expected demand.
The primary responsibility for truthful and non-deceptive advertising rests with you, the advertiser. For information, refer to the BBB’s Code of Advertising, available online at www.bbb.org/membership/codeofad.asp. Internet retailers may also want to consult the BBB Code of Online Business Practices at www.bbbonline.org/reliability/code/code.asp.
# Are you making an impossible promise? To advertise that you offer the "lowest price in town" implies that you are constantly checking the price of every competitor everyday.
# When using the term "guarantee," you should include a statement that advises shoppers where to obtain complete details (at your store? on your Web site?).
# A "sale" is defined as a significant reduction from the advertiser’s usual and customary price of the merchandise. Also, if the "sale" price is offered for more than 30 days, this becomes a regular price and the item should not be advertised as if it were "on sale."
# If you advertise that you wil* meet all competitors’ prices," make sure the terms are clear and easy to follow. If you create too many conditions, the claim becomes worthless and you could alienate your customers.
# Do not participate in "bait and switch" tactics, which involve advertising a low-priced item to bring in customers, then persuading them to buy similar, but higher-priced items.
# Factory direct," "factory to you," and "factory outlet" claims are considered accurate only if the merchandise is actually manufactured in factories owned or controlled by the advertiser.
# Do not advertise "wholesale" prices unless the prices are the same as what you the retailers paid when you bought the merchandise for resale.
# Is your advertising easy to understand without asterisks and fine print? Asterisks should not be used as a means of contradicting or substantially changing the meaning of an advertising statement.
# Do you believe your own comparative pricing claims? You should be able to substantiate all claims made in the ad.
# Finally, make certain you have adequate supplies of merchandise on hand to meet expected demand.
The primary responsibility for truthful and non-deceptive advertising rests with you, the advertiser. For information, refer to the BBB’s Code of Advertising, available online at www.bbb.org/membership/codeofad.asp. Internet retailers may also want to consult the BBB Code of Online Business Practices at www.bbbonline.org/reliability/code/code.asp.
Case could change face of advertising
Advertising Standards Authority welcomes guilty verdict in Air New Zealand case
There could be changes in the way the Advertising Standards Authority views complaints about small print, following the Air New Zealand case.
The airline has been found guilty this week of breaching the Fair Trading Act with a series of ads which ran from 2001 to 2004 which failed to reveal the full price of fares and extra charges.
Executive Director of the Advertising Standards Authority Helen Souter is welcoming the ruling.
She says the clarification will help them deal with a growing number of complaints about small print in ads.
She hopes the guilty verdict will prompt more people to check the small print before signing up for what looks like a bargain.
Ms Souter saysthe Authority gets between twenty and thirty complaints about this issue every year and she is optimistic the decision will change the face of advertising from now on.
There could be changes in the way the Advertising Standards Authority views complaints about small print, following the Air New Zealand case.
The airline has been found guilty this week of breaching the Fair Trading Act with a series of ads which ran from 2001 to 2004 which failed to reveal the full price of fares and extra charges.
Executive Director of the Advertising Standards Authority Helen Souter is welcoming the ruling.
She says the clarification will help them deal with a growing number of complaints about small print in ads.
She hopes the guilty verdict will prompt more people to check the small print before signing up for what looks like a bargain.
Ms Souter saysthe Authority gets between twenty and thirty complaints about this issue every year and she is optimistic the decision will change the face of advertising from now on.
WPP Says It Won't Bid for Advertising Buyer Aegis (Update6)
(Bloomberg) -- WPP Group Plc, the world's second-biggest advertising company, abandoned its pursuit of Aegis Group Plc after the U.K. media buyer rejected a takeover offer of less than 1.56 billion pounds ($2.7 billion.)
The bid from WPP and Hellman & Friedman LLC was ``materially below'' the 140 pence per share that France's Publicis Groupe SA offered in September, Aegis said in a statement today. Publicis, the world's fourth-biggest advertising company, withdrew its offer on Oct. 14. Aegis has a market value of 1.3 billion pounds.
WPP has said it is particularly interested in acquiring Aegis's market research business Synovate. French billionaire Vincent Bollore, who holds a 25 percent stake in Aegis, also wants to increase his holding, newspapers including the New York Times said.
``It's not over yet,'' said Mark Harrington, an analyst at ABN Amro in London. ``This does not lessen the chances for Aegis to be bought. There's clearly an interest for the company.''
Aegis shares fell 3.25 pence, or 2.7 percent, to 117.75 pence in London, while shares of WPP rose 2 percent to 577.5 pence.
WPP has ``been informed that the board of Aegis does not wish to pursue'' any of WPP's offers, London-based WPP said in a statement today. ``Accordingly, WPP announces that it has no intention to make an offer for Aegis.''
Unnamed Third Bidder
In a later statement, WPP said its Nov. 16 offer for Aegis with Hellman & Friedman was worth 130 pence a share. The addition to the ``NewCo'' bidding group of a third suitor, whom WPP didn't identify, would have pushed the bid to more than 140 pence a share, WPP said.
``We will be in a position to update you shortly on the precise structure of the proposed NewCo offer,'' WPP told Aegis directors on Nov. 16, according to the statement.
WPP, whose advertising agencies include Ogilvy & Mather and J. Walter Thompson, in March bought New York-based Grey Global, gaining such clients as Procter & Gamble Co., the world's biggest advertiser.
Media-buying agencies plan and purchase where advertising should appear, working separately from so-called ``creative'' agencies, which make the ads. They negotiate with companies such as television stations, billboard owners and newspaper publishers for the lowest rates.
Aegis purchases advertising space for clients including Cadbury Schweppes Plc and also helps customers plan their marketing activities. Aegis owns the Carat and Vizeum media agencies and Synovate, a market-researcher.
Aegis's market research business would complement WPP's Kantar division, which is the world's fourth biggest market researcher, according to trade publication Inside Research. It would close the gap with Taylor Nelson Sofres Plc, the second-largest researcher behind VNU NV, which owns ACNielsen.
Deadline
Today was the deadline for WPP and Hellman & Friedman to announce plans to bid for Aegis or be barred from an offer for six months, Britain's Takeover Panel said last month.
``Today's announcement was not a surprise, given that WPP and Hellman & Friedman had not made a credible proposal to the board,'' Aegis said in a separate statement.
WPP and Hellman reserved the right to reconsider if a third party announces a firm intention to make an offer for Aegis, the companies said. Richard Oldworth, a spokesman for WPP, declined to comment and Bollore spokesman Michel Calzaroni could not be reached.
``It's more a whimper not a bang,'' said Lorna Tilbian, an analyst at Numis Securities in London. ``It appears the shareholders'' of WPP ``are pleased.''
Bollore, who holds a 25 percent stake in Aegis, has also been interested in increasing his stake, according to reports in the New York Times and the Financial Times earlier this week.
The U.K. Takeover Panel ruled that Bollore is not bound by the six-month restriction imposed on WPP and Hellman, the Panel said in a separate statement today.
Bollore, who also is chairman of French advertising company Havas SA and owns 22 percent of that company, said in an interview in June he intends to build a portfolio of media stocks.
To contact the reporter on this story:
Maria Fredriksson in London at mfredriksson@bloomberg.net
The bid from WPP and Hellman & Friedman LLC was ``materially below'' the 140 pence per share that France's Publicis Groupe SA offered in September, Aegis said in a statement today. Publicis, the world's fourth-biggest advertising company, withdrew its offer on Oct. 14. Aegis has a market value of 1.3 billion pounds.
WPP has said it is particularly interested in acquiring Aegis's market research business Synovate. French billionaire Vincent Bollore, who holds a 25 percent stake in Aegis, also wants to increase his holding, newspapers including the New York Times said.
``It's not over yet,'' said Mark Harrington, an analyst at ABN Amro in London. ``This does not lessen the chances for Aegis to be bought. There's clearly an interest for the company.''
Aegis shares fell 3.25 pence, or 2.7 percent, to 117.75 pence in London, while shares of WPP rose 2 percent to 577.5 pence.
WPP has ``been informed that the board of Aegis does not wish to pursue'' any of WPP's offers, London-based WPP said in a statement today. ``Accordingly, WPP announces that it has no intention to make an offer for Aegis.''
Unnamed Third Bidder
In a later statement, WPP said its Nov. 16 offer for Aegis with Hellman & Friedman was worth 130 pence a share. The addition to the ``NewCo'' bidding group of a third suitor, whom WPP didn't identify, would have pushed the bid to more than 140 pence a share, WPP said.
``We will be in a position to update you shortly on the precise structure of the proposed NewCo offer,'' WPP told Aegis directors on Nov. 16, according to the statement.
WPP, whose advertising agencies include Ogilvy & Mather and J. Walter Thompson, in March bought New York-based Grey Global, gaining such clients as Procter & Gamble Co., the world's biggest advertiser.
Media-buying agencies plan and purchase where advertising should appear, working separately from so-called ``creative'' agencies, which make the ads. They negotiate with companies such as television stations, billboard owners and newspaper publishers for the lowest rates.
Aegis purchases advertising space for clients including Cadbury Schweppes Plc and also helps customers plan their marketing activities. Aegis owns the Carat and Vizeum media agencies and Synovate, a market-researcher.
Aegis's market research business would complement WPP's Kantar division, which is the world's fourth biggest market researcher, according to trade publication Inside Research. It would close the gap with Taylor Nelson Sofres Plc, the second-largest researcher behind VNU NV, which owns ACNielsen.
Deadline
Today was the deadline for WPP and Hellman & Friedman to announce plans to bid for Aegis or be barred from an offer for six months, Britain's Takeover Panel said last month.
``Today's announcement was not a surprise, given that WPP and Hellman & Friedman had not made a credible proposal to the board,'' Aegis said in a separate statement.
WPP and Hellman reserved the right to reconsider if a third party announces a firm intention to make an offer for Aegis, the companies said. Richard Oldworth, a spokesman for WPP, declined to comment and Bollore spokesman Michel Calzaroni could not be reached.
``It's more a whimper not a bang,'' said Lorna Tilbian, an analyst at Numis Securities in London. ``It appears the shareholders'' of WPP ``are pleased.''
Bollore, who holds a 25 percent stake in Aegis, has also been interested in increasing his stake, according to reports in the New York Times and the Financial Times earlier this week.
The U.K. Takeover Panel ruled that Bollore is not bound by the six-month restriction imposed on WPP and Hellman, the Panel said in a separate statement today.
Bollore, who also is chairman of French advertising company Havas SA and owns 22 percent of that company, said in an interview in June he intends to build a portfolio of media stocks.
To contact the reporter on this story:
Maria Fredriksson in London at mfredriksson@bloomberg.net
Wednesday, November 23, 2005
Turkey to expand smoking advertising bans
Turkish legislators are proposing to widen a ban on smoking to cafes, shopping malls and wedding and congress halls, according to draft legislation.
The draft bill, which is backed by Prime Minister Recep Tayyip Erdogan's governing party, would also expand an already existing ban on tobacco advertising in the media and on television by outlawing television stations from airing movies or music videos showing people smoking.
Actors would also not be allowed to smoke on stage if the proposal is enacted. Movies and videos would likely have to cut scenes that show smoking if the proposal is enacted.
The ban does not cover bars or restaurants, but restaurants, cafeterias and hotels would be forced to provide segregated, well-aired, smoke-free zones.
In 1997, Turkey banned smoking in offices with more than four workers, on public transport, in sports centers and in places providing health, education and cultural services.
It also curbed cigarette advertising and ordered health warnings on cigarette packs.
But Turks are impassioned smokers and the no-smoking signs are frequently ignored. It is not unusual to see legislators smoking beneath no-smoking signs in parliament.
The draft bill is scheduled to be taken up in parliament's health committee on Thursday. It is not clear when the bill would be brought to a vote.
Lawmakers from Erdogan's ruling Justice and Development Party who proposed the bill said some 160,000 people die annually in Turkey from smoking, the AP reports.
V.Y.
Seoul Checking Iran's Ad Ban
By Lee Jin-woo
Staff Reporter
The South Korean government Tuesday started to verify whether the Iranian government actually banned local newspapers from advertising South Korean goods, the Ministry of Foreign Affairs and Trade said.
Reuters reported on Monday that Iran stepped up its ongoing commercial attack on South Korea by barring newspapers from printing advertisements of Korean-made products.
A newspaper editor, who refused to be identified, told Reuters that he received a verbal order not to publish advertisements of South Korean companies last week from the Supreme National Security Council of Iran.
Another editor also said he supposed the ban was aimed at forcing South Korea not to vote against Iran at the upcoming International Atomic Energy Agency (IAEA) meeting slated for Thursday.
``We’re trying to make sure whether the news report was true. But we don’t expect the Iranian government to acknowledge they actually gave such an order to some newspapers,’’ an official of the ministry told The Korea Times on condition of anonymity. ``So far, it seems that not all Iranian newspapers were told not to carry advertisements of Korean firms.’’
Another ministry official said Iran seems to be trying to coerce Korean firms into urging the government to show a more favorable attitude toward Iran’s controversial nuclear program.
``I hope the (South) Korean news media will stay away from the matter as more and more news articles will make the situation worse for us. It’s no good for the government to get involved in Iran’s scheme,’’ said the official.
Since October, the Iranian government began disrupting bilateral trade with South Korea by unofficially imposing import bans on many South Korean goods. It has frequently disallowed or delayed the opening of letters of credit sought by Iranian importers.
In September, South Korea cooperated with the United States and the European Union to introduce a strict resolution against Iran at a meeting of the U.N.’s atomic energy watchdog.
Earlier this month Iran removed LG, a South Korean conglomerate, as a sponsor of a four-nation soccer tournament held in Tehran and a similar informal import ban has also been applied on British goods for about a month, according to Reuters.
AFP reported, however, at least three major dailies including the mass-circulating Hamshahri and Jam-e-Jam papers were carrying advertisements for South Korean cars and electrical goods as usual on Monday.
Staff Reporter
The South Korean government Tuesday started to verify whether the Iranian government actually banned local newspapers from advertising South Korean goods, the Ministry of Foreign Affairs and Trade said.
Reuters reported on Monday that Iran stepped up its ongoing commercial attack on South Korea by barring newspapers from printing advertisements of Korean-made products.
A newspaper editor, who refused to be identified, told Reuters that he received a verbal order not to publish advertisements of South Korean companies last week from the Supreme National Security Council of Iran.
Another editor also said he supposed the ban was aimed at forcing South Korea not to vote against Iran at the upcoming International Atomic Energy Agency (IAEA) meeting slated for Thursday.
``We’re trying to make sure whether the news report was true. But we don’t expect the Iranian government to acknowledge they actually gave such an order to some newspapers,’’ an official of the ministry told The Korea Times on condition of anonymity. ``So far, it seems that not all Iranian newspapers were told not to carry advertisements of Korean firms.’’
Another ministry official said Iran seems to be trying to coerce Korean firms into urging the government to show a more favorable attitude toward Iran’s controversial nuclear program.
``I hope the (South) Korean news media will stay away from the matter as more and more news articles will make the situation worse for us. It’s no good for the government to get involved in Iran’s scheme,’’ said the official.
Since October, the Iranian government began disrupting bilateral trade with South Korea by unofficially imposing import bans on many South Korean goods. It has frequently disallowed or delayed the opening of letters of credit sought by Iranian importers.
In September, South Korea cooperated with the United States and the European Union to introduce a strict resolution against Iran at a meeting of the U.N.’s atomic energy watchdog.
Earlier this month Iran removed LG, a South Korean conglomerate, as a sponsor of a four-nation soccer tournament held in Tehran and a similar informal import ban has also been applied on British goods for about a month, according to Reuters.
AFP reported, however, at least three major dailies including the mass-circulating Hamshahri and Jam-e-Jam papers were carrying advertisements for South Korean cars and electrical goods as usual on Monday.
Tuesday, November 22, 2005
Clear Channel, Yahoo Partner for Mall Advertising
Clear Channel Malls, a new division of Clear Channel Outdoor, will carry a network of full-motion video screens in the food courts of 10 malls in New York and Los Angeles, according to MediaWeek (via MediaBuyerPlanner).
The 4x16 foot screens will be suspended from the ceiling and will carry news, sports, entertainment and financial content from Yahoo.
The company plans to roll out the network to 200 malls in the top 20 markets over the next two to three years.
The screens will show the Yahoo content on the far left third of the screen, with ads showing on the middle and right-hand sections, MediaPost reports. Content will be changed every 15 minutes. Advertisers can change copy remotely and can target by mall or region and, eventually, by daypart.
While the digital ad inventory looks to be especially popular with retailers, the network's first advertiser is a local car dealer in New Jersey.
The 4x16 foot screens will be suspended from the ceiling and will carry news, sports, entertainment and financial content from Yahoo.
The company plans to roll out the network to 200 malls in the top 20 markets over the next two to three years.
The screens will show the Yahoo content on the far left third of the screen, with ads showing on the middle and right-hand sections, MediaPost reports. Content will be changed every 15 minutes. Advertisers can change copy remotely and can target by mall or region and, eventually, by daypart.
While the digital ad inventory looks to be especially popular with retailers, the network's first advertiser is a local car dealer in New Jersey.
India, Asia face similar advertising issues
MUMBAI,
The National
Advertiser Associations in the Asia Pacific region met recently in Hong Kong to discuss restrictions in advertising, in association with the World Federation of Advertisers (WFA). Several issues relating to advertising norms were discussed at the summit, which was attended by ad professionals from Australia, China, Hong Kong (SAR), India, Japan, Malaysia, New Zealand and South Korea.
Interestingly, it was discovered at the summit that India and the rest of Asia were facing similar issues.
Ad professionals debated the prolific increase in advertising expenditure across the Asia-Pacific, and the region’s ever-increasing importance to the global advertising market.
The main objective of the meet was to identify the common priorities and potential areas of action for advertisers, both local and international, operating in the region. The participants agreed to re-convene on a regular basis in order to build on the cooperation and action developed during this first summit.
The issues included self-regulation versus government regulation, appropriate and accurate media measurement and media monopolies, which lead to high media prices.
Ad professionals in Asia were particularly concerned about the increasing trend of introducing legislation to restrict advertising, which in turn leads to stifled innovation and competition and reduced consumer choice. This impacts economic growth, jobs, the press and media and becomes a burden that is ultimately shouldered by the consumer.
Effective advertising self-regulation was suggested as a possible solution to this. This ensures a self-financing system, operating at no cost to the consumer, and with the flexibility to adapt rapidly to changing societal sensitivities. Secondly, reliable audience measurement data was offered as a key incentive for investment for marketers who require marketing accountability.
WFA also called on the advertising and research industries to put transparent and effective systems of audience measurement in place, which would serve as an incentive for greater commercial communications expenditure.
Increased diversity was suggested to ensure healthy competition and as a defence against increasing media ownership concentration, which, it was felt, was impacting on media costs and creating significant barriers to real and free competition.
Bharat Patel, chairman, Indian Society of Advertisers (ISA), represented India at the summit.
The National
Advertiser Associations in the Asia Pacific region met recently in Hong Kong to discuss restrictions in advertising, in association with the World Federation of Advertisers (WFA). Several issues relating to advertising norms were discussed at the summit, which was attended by ad professionals from Australia, China, Hong Kong (SAR), India, Japan, Malaysia, New Zealand and South Korea.
Interestingly, it was discovered at the summit that India and the rest of Asia were facing similar issues.
Ad professionals debated the prolific increase in advertising expenditure across the Asia-Pacific, and the region’s ever-increasing importance to the global advertising market.
The main objective of the meet was to identify the common priorities and potential areas of action for advertisers, both local and international, operating in the region. The participants agreed to re-convene on a regular basis in order to build on the cooperation and action developed during this first summit.
The issues included self-regulation versus government regulation, appropriate and accurate media measurement and media monopolies, which lead to high media prices.
Ad professionals in Asia were particularly concerned about the increasing trend of introducing legislation to restrict advertising, which in turn leads to stifled innovation and competition and reduced consumer choice. This impacts economic growth, jobs, the press and media and becomes a burden that is ultimately shouldered by the consumer.
Effective advertising self-regulation was suggested as a possible solution to this. This ensures a self-financing system, operating at no cost to the consumer, and with the flexibility to adapt rapidly to changing societal sensitivities. Secondly, reliable audience measurement data was offered as a key incentive for investment for marketers who require marketing accountability.
WFA also called on the advertising and research industries to put transparent and effective systems of audience measurement in place, which would serve as an incentive for greater commercial communications expenditure.
Increased diversity was suggested to ensure healthy competition and as a defence against increasing media ownership concentration, which, it was felt, was impacting on media costs and creating significant barriers to real and free competition.
Bharat Patel, chairman, Indian Society of Advertisers (ISA), represented India at the summit.
Inquirer a hit at 19th Advertising Congress
by Jonas Rey N. Panerio
One of the biggest crowd-drawers at the 19th Philippine Advertising Congress Trade Exhibit was the booth of the Philippine Daily Inquirer (PDI) and its affiliate brands, notably its sister newspaper, Cebu Daily News (CDN).
The booth showcased the history of PDI and other Inquirer publications. It also highlighted PDI's 20th anniversary, which will be celebrated next month.
Advertisement
"The booth is a convergence of everything that PDI and its affiliates have stood for," said PDI Marketing Officer Gidget Aranda. "The booth occupied one of the biggest spaces at the trade exhibit and we wanted to utilize that for more booth activity."
The 19th Advertising Congress was held at the Waterfront Cebu City Hotel and Casino in Barangay Lahug from November 17 to 19.
One of the most distinct features at the booth was a timetable of key dates in the history of the Inquirer, such as December 9, 1985, the day PDI was first published, and February 8, 1998, when CDN first came into print.
The booth consistently attracted crowds as it encouraged participants to vote for their favorite ads for People's Choice category of the Araw Awards on Saturday.
Voters were also asked to submit ideas that they felt would change the future of Philippine advertising.
Voters received a goody bag from PDI.
One of the biggest crowd-drawers at the 19th Philippine Advertising Congress Trade Exhibit was the booth of the Philippine Daily Inquirer (PDI) and its affiliate brands, notably its sister newspaper, Cebu Daily News (CDN).
The booth showcased the history of PDI and other Inquirer publications. It also highlighted PDI's 20th anniversary, which will be celebrated next month.
Advertisement
"The booth is a convergence of everything that PDI and its affiliates have stood for," said PDI Marketing Officer Gidget Aranda. "The booth occupied one of the biggest spaces at the trade exhibit and we wanted to utilize that for more booth activity."
The 19th Advertising Congress was held at the Waterfront Cebu City Hotel and Casino in Barangay Lahug from November 17 to 19.
One of the most distinct features at the booth was a timetable of key dates in the history of the Inquirer, such as December 9, 1985, the day PDI was first published, and February 8, 1998, when CDN first came into print.
The booth consistently attracted crowds as it encouraged participants to vote for their favorite ads for People's Choice category of the Araw Awards on Saturday.
Voters were also asked to submit ideas that they felt would change the future of Philippine advertising.
Voters received a goody bag from PDI.
Alternative Outlets Provide Boost For U.S. Advertising Spending
Despite the continuing circulation slump experienced by top U.S. newspaper publishers, advertising spending for the medium has risen steadily throughout the last quarter according to global trade credit insurer Euler Hermes ACI. Despite circulation woes, newspaper ads continue to increase |
Key advertising players urged to focus on winning in Asia
Singapore (dpa) - Key players in advertising were urged on Monday to view the Asian region "as one big market," with creative standards comparable to those in the United States, Europe and Australia.
Kicking off the opening of AdAsia 2005 attended by 500 executives, Singapore's Information, Communications and the Arts Minister Lee Boon Yang said design in Asia is growing rapidly.
"It is mostly timely to discuss strategies and ideas on winning in Asia," Lee told the participants. "With China and India enjoying exponential growth, we need to position ourselves to plug into this vast potential and soar with them in the next wave of Asian success."
"Design can elevate, differentiate and empower economies," Lee noted, specifically citing Thailand and the Philippines for making strong headway into sectors like architecture, interior design and web design.
"China already acknowledges that they need to go from 'Made in China' to 'Designed in China'", Lee said. The country has more than 800 university-level design schools while South Korea has 350.
Design has been placed at the top of many countries' agendas, Lee said. "With strong government backing, it is only a matter of time that these countries become confident and capable enough to assert their design leadership in Asia, and in the world."
In Singapore alone, Lee said spending on advertising surpassed the 2 billion Singapore dollar (1.1 billion U.S.) mark in 2004, increasing by 15 per cent mark over the previous year. Another good year is forecast for 2005.
The city-state has hosted a series of design related events this month as part of its strategy to latch onto the creativity explosion in Asia.
Kicking off the opening of AdAsia 2005 attended by 500 executives, Singapore's Information, Communications and the Arts Minister Lee Boon Yang said design in Asia is growing rapidly.
"It is mostly timely to discuss strategies and ideas on winning in Asia," Lee told the participants. "With China and India enjoying exponential growth, we need to position ourselves to plug into this vast potential and soar with them in the next wave of Asian success."
"Design can elevate, differentiate and empower economies," Lee noted, specifically citing Thailand and the Philippines for making strong headway into sectors like architecture, interior design and web design.
"China already acknowledges that they need to go from 'Made in China' to 'Designed in China'", Lee said. The country has more than 800 university-level design schools while South Korea has 350.
Design has been placed at the top of many countries' agendas, Lee said. "With strong government backing, it is only a matter of time that these countries become confident and capable enough to assert their design leadership in Asia, and in the world."
In Singapore alone, Lee said spending on advertising surpassed the 2 billion Singapore dollar (1.1 billion U.S.) mark in 2004, increasing by 15 per cent mark over the previous year. Another good year is forecast for 2005.
The city-state has hosted a series of design related events this month as part of its strategy to latch onto the creativity explosion in Asia.
Web advertising up 34 percent
NEW YORK (Reuters) - Spending on Internet advertising rose 34 percent in the third quarter to $3.1 billion from a year earlier, setting a quarterly record and bolstering expectations that the market could exceed $12 billion this year, according to data released on Monday.
The quarterly report issued by the Interactive Advertising Bureau trade group and PricewaterhouseCoopers said online advertising revenue was up nearly 5 percent from the second quarter.
"The third-quarter figures are the most impressive we've seen yet," said David Silverman, a partner at PricewaterhouseCoopers. "Clearly advertisers are realizing the benefits of shifting more of their total advertising budgets to online."
Advertisers are spending more on Internet campaigns as consumers devote a growing amount of time to the Web and online publishers provide more sophisticated tools for serving up and tracking ads.
The move has drawn marketing dollars away from more traditional media outlets, such as network television and newspapers.
The quarterly report issued by the Interactive Advertising Bureau trade group and PricewaterhouseCoopers said online advertising revenue was up nearly 5 percent from the second quarter.
"The third-quarter figures are the most impressive we've seen yet," said David Silverman, a partner at PricewaterhouseCoopers. "Clearly advertisers are realizing the benefits of shifting more of their total advertising budgets to online."
Advertisers are spending more on Internet campaigns as consumers devote a growing amount of time to the Web and online publishers provide more sophisticated tools for serving up and tracking ads.
The move has drawn marketing dollars away from more traditional media outlets, such as network television and newspapers.
Sunday, November 20, 2005
Journal Register Company Reports Period Ten Advertising Revenues
TRENTON, N.J.--(BUSINESS WIRE)----Journal Register Company (NYSE: JRC - News) today reported that total advertising revenues for the five weeks ended October 30, 2005 were $42.8 million, a decrease of 4.2 percent as compared to $44.7 million for the five weeks ended October 31, 2004.
The Company's advertising revenues in Period Ten were impacted by continued softness in the classified automotive category and difficult comparisons to the prior year period in the national and classified employment revenue categories.
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The Company's retail advertising revenues declined 5.2 percent in the period, impacted by lower revenues in the political and home furnishings categories partially offset by increases in the financial/insurance and healthcare categories.
Classified advertising revenues for Period Ten decreased 1.7 percent as compared to the prior year period. Excluding classified automotive advertising revenues, classified advertising revenues for Period Ten increased 2.7 percent as compared to the prior year period. The Company's classified real estate advertising revenues increased 7.7 percent in Period Ten as compared to the prior year period, with six of the Company's seven clusters reporting increases in this category. Growth in classified real estate advertising revenues was led by the Capital-Saratoga, New York cluster, up 59.7 percent and the Mid-Hudson, New York cluster, up 39.7 percent. Classified employment advertising revenues declined 2.1 percent in Period Ten as compared to the prior year period, reflecting difficult comparisons. Four of the Company's clusters reported increases in classified employment advertising revenues, led by the Greater Cleveland cluster, up 13.3 percent. Classified automotive advertising revenues were soft across the Company and decreased 14.9 percent as compared to Period Ten of 2004.
National advertising revenues decreased 12.8 percent in Period Ten as compared to the prior year period. National advertising revenues for the period, excluding the decline in the Company's Connecticut cluster, increased 8.7 percent, as compared to the prior year period.
Several of the Company's operations reported increased advertising revenues in Period Ten as compared to the prior year period, as noted below.
In the Greater Philadelphia cluster, the Company's weekly newspapers on the Main Line, based in Ardmore, Pennsylvania, were up a combined 13.7 percent, with strength in retail, classified real estate and classified employment advertising revenues. Also, Chesapeake Publishing, the Company's weekly newspaper group based in Medford, New Jersey, was up 13.0 percent, with strength in retail, classified automotive and classified employment advertising revenues.
In the Connecticut cluster, The Middletown Press reported an increase in total advertising revenues for Period Ten of 10.1 percent as compared to the prior year period, led by growth in retail, national, classified automotive and classified real estate advertising revenues. The Bristol Press was up 9.7 percent, with strength in classified real estate and classified employment advertising revenues. Litchfield County Times Group and Housatonic Publications, based in New Milford, were up a combined 21.6 percent, with growth in retail, classified employment and classified real estate advertising revenues. Imprint Newspapers, the Company's weekly group based in Bristol, was up 10.3 percent, with strength in retail and all categories of classified advertising revenues.
Also in Connecticut, the New Haven Register, impacted by difficult comparisons to the prior year period, reported a decrease in total advertising revenues for Period Ten of 8.0 percent. In the 2004 period, total advertising revenues at the New Haven Register increased 11.5 percent, as compared to the same period in 2003. National advertising revenues were down 29.8 percent in Period Ten of 2005 as compared to the prior year period, impacted by difficult comparisons to 2004 when the New Haven Register reported an increase in national advertising revenues of 60.1 percent as compared to the same period in 2003. Excluding the decrease in national advertising revenues, total advertising revenues at the New Haven Register decreased 2.4 percent in Period Ten of 2005, as compared to the prior year period. Retail advertising revenues were down 2.0 percent as compared to the prior year period, impacted by softness in the home furnishings category, partially offset by strength in the financial/insurance category. Classified advertising revenues at the New Haven Register were down 3.0 percent due to continued softness in the automotive category, down 11.6 percent and difficult comparisons in the classified employment category, down 12.6 percent. Classified real estate advertising revenues at the New Haven Register continued strong and were up 11.2 percent for Period Ten as compared to the prior year period.
In the Company's Mid-Hudson, New York cluster, Taconic Press, the Company's weekly group based in Millbrook, reported an increase of 5.2 percent in total advertising revenues, with growth in retail and classified real estate advertising revenues.
In the Company's Capital-Saratoga, New York cluster, The Saratogian, in Saratoga Springs, reported an increase of 11.3 percent, with growth in retail, national, classified real estate and classified employment advertising revenues. The Record, in Troy, was up 3.9 percent, led by retail, classified real estate and classified automotive advertising revenues.
The Company's Web sites produced online revenues in Period Ten of $1.0 million, an increase of 28.7 percent as compared to the prior year period. Journal Register Company Web sites generated approximately 22.7 million page views in Period Ten, an increase of 27.8 percent as compared to the prior year period.
As of November 17, 2005, the Company had repurchased 1,656,500 shares of its common stock in 2005.
The Company reaffirmed its previously provided earnings guidance; stating that based on its current projections, it currently expects to report earnings for the fourth quarter of 2005 within the range of $0.30 to $0.32 per diluted share.
Prior to 2005, the Company had included online revenues in classified other advertising revenues, not in the specific classified categories of employment, automotive and real estate. Print and online advertising revenues are now reported on a combined basis in each category to calculate the percentage changes in these categories. Results for each period of 2004 have been reclassified to reflect this change.
Journal Register Company is a leading U.S. newspaper publishing company. Journal Register Company owns 27 daily newspapers, including the New Haven Register, Connecticut's second largest daily and Sunday newspaper, and 338 non-daily publications. Journal Register Company currently operates 202 individual Web sites that are affiliated with the Company's daily newspapers and non-daily publications. These Web sites can be accessed at www.journalregister.com. All of the Company's operations are strategically clustered in seven geographic areas: Greater Philadelphia; Michigan; Connecticut; Greater Cleveland; Central New England; and the Capital-Saratoga and Mid-Hudson regions of New York. The Company has an investment in PowerOne Media, LLC, a leading provider of online solutions for newspapers, hosting the largest online newspaper network in the U.S.
This release contains forward-looking information about Journal Register Company that is intended to be covered by the safe harbor for forward-looking statements provided by the Private Securities Litigation Reform Act of 1995. Forward-looking statements are statements that are not historical facts. These statements can be identified by the use of forward-looking terminology such as "believe," "expect," "may," "will," "should," "project," "plan," "seek," "intend," or "anticipate" or the negative thereof or comparable terminology, and include discussions of strategy, financial projections and estimates and their underlying assumptions, and statements about the future performance, operations, products and services of the Company. These forward-look statements involve a number of risks and uncertainties, which could cause actual results to differ materially. These risks and uncertainties include, but are not limited to, the success of the Company's acquisition strategy, including the acquisition of 21st Century Newspapers, dispositions, the ability of the Company to achieve cost reductions and integrate acquisitions, including the acquisition of 21st Century Newspapers, competitive pressures, general or regional economic conditions and advertising trends, the unavailability or a material increase in the price of newsprint and increases in interest rates. These and additional risk factors are outlined in the Company's most recent Annual Report on Form 10-K filed with the Securities and Exchange Commission. The Company undertakes no obligation to publicly update any forward-looking statement, whether as a result of new information, future events, or otherwise.
JOURNAL REGISTER COMPANY
PERIOD TEN ADVERTISING REVENUE REPORT
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(Dollars in thousands, unaudited)
Five Week Period Ended Forty-Four Week Period Ended
----------------------------- -----------------------------
10/30/05 10/31/04 % Change 10/30/05 10/31/04 % Change
--------- --------- --------- --------- --------- ---------
Retail $23,114 $24,381 -5.2% $196,052 $157,674 24.3%
Classified 17,550 17,849 -1.7% 153,855 119,593 28.6%
National 2,150 2,466 -12.8% 17,735 15,303 15.9%
--------- --------- --------- --------- --------- ---------
Total $42,814 $44,696 -4.2% $367,642 $292,570 25.7%
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Note: The revenues of the Company's acquisitions are included from the
date of acquisition in the forty-four week periods presented above.
Contact:
Journal Register Company
Ricardo A. Venegas, Treasurer
609-396-2200
Fax: 609-396-2292
Source: Journal Register Company
Inquirer hosts 'Oscars' of best in Philippine advertising
By Margie Quimpo-Espino
Inquirer News Service
CEBU CITY -- Filipinos are in demand abroad for their creative talents and technical skills, yet only a handful of Philippine advertising agencies have competed and won in international advertising festivals.
clients graced Cannes and the first time the country sent a team to take part in the Young Creatives Competition.
Inquirer News Service
CEBU CITY -- Filipinos are in demand abroad for their creative talents and technical skills, yet only a handful of Philippine advertising agencies have competed and won in international advertising festivals.
Realizing this, the Inquirer and a group of creative directors from advertising agencies are working on raising the local ads' quality and creativity to international standards.
They are also campaigning for greater participation in the annual Cannes Advertising Festival, which hands out the Cannes Lions, considered the Oscars of advertising in the world.
The Philippines experienced many firsts in this year's Cannes festival held last June. The country won its first Silver Cannes Lion in the festival's 52-year history with the "Bunso" TV commercial ad created by the BBDO Guerrero Ortega agency. It was the first time a Filipino judge participated in Cannes in the person of McCann Erickson Philippines' chair emeritus Emily Abrera. It was also the first time Filipino
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Inspired by these firsts, the Araw Awards [Sun Awards], the highest recognition for local advertising work, underwent some changes.
Lilit Reyes, creative director of Leo-Burnett and co-chair of the Araw Awards' competition committee, said: "Changes were made in the biennial award show to align it with the way the world award shows are being judged."
Lilit Trinidad of Jimenez-Basic and the other co-chair of the committee, added: "We changed the categories. We synchronized it with the world product categories."
Part of the two-day 19th Philippine Advertising Congress, which concluded yesterday, the Araw Awards will be held tonight at the Waterfront Hotel in this city. Gold, silver and bronze prizes will be given out in recognition for excellence in advertising work done between Sept. 1, 2003 to Aug. 31, 2005 in the following categories: TV, print or press; outdoor; radio and radio crafts; anything designed and direct mail; and interactive.
Foreign judges
Expectations run high, as winners of this year's awards will compete in the Cannes Advertising Festival next year.
Foreign judges were tapped for TV, print or press category, as well as the outdoor category.
Reyes said the judges were tough because they decided to maintain the mind-set that a gold winner in this year's Araw Awards would at least win a bronze in the international arena.
The two Lilits were tight-lipped about the leading contenders, but Reyes hinted: "You'll know a gold when you see one."
Inquirer hosts 'Oscars' of best in Philippine advertising
First posted 03:12am (Mla time) Nov 19, 2005
By Margie Quimpo-Espino
Inquirer News Service
Editor's Note: Published on Page A1 of the November 19, 2005 issue of the Philippine Daily Inquirer
clients graced Cannes and the first time the country sent a team to take part in the Young Creatives Competition.
First posted 03:12am (Mla time) Nov 19, 2005
By Margie Quimpo-Espino
Inquirer News Service
Editor's Note: Published on Page A1 of the November 19, 2005 issue of the Philippine Daily Inquirer
CEBU CITY -- Filipinos are in demand abroad for their creative talents and technical skills, yet only a handful of Philippine advertising agencies have competed and won in international advertising festivals.
Realizing this, the Inquirer and a group of creative directors from advertising agencies are working on raising the local ads' quality and creativity to international standards.
They are also campaigning for greater participation in the annual Cannes Advertising Festival, which hands out the Cannes Lions, considered the Oscars of advertising in the world.
The Philippines experienced many firsts in this year's Cannes festival held last June. The country won its first Silver Cannes Lion in the festival's 52-year history with the "Bunso" TV commercial ad created by the BBDO Guerrero Ortega agency. It was the first time a Filipino judge participated in Cannes in the person of McCann Erickson Philippines' chair emeritus Emily Abrera. It was also the first time Filipino
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Inspired by these firsts, the Araw Awards [Sun Awards], the highest recognition for local advertising work, underwent some changes.
Lilit Reyes, creative director of Leo-Burnett and co-chair of the Araw Awards' competition committee, said: "Changes were made in the biennial award show to align it with the way the world award shows are being judged."
Lilit Trinidad of Jimenez-Basic and the other co-chair of the committee, added: "We changed the categories. We synchronized it with the world product categories."
Part of the two-day 19th Philippine Advertising Congress, which concluded yesterday, the Araw Awards will be held tonight at the Waterfront Hotel in this city. Gold, silver and bronze prizes will be given out in recognition for excellence in advertising work done between Sept. 1, 2003 to Aug. 31, 2005 in the following categories: TV, print or press; outdoor; radio and radio crafts; anything designed and direct mail; and interactive.
Foreign judges
Expectations run high, as winners of this year's awards will compete in the Cannes Advertising Festival next year.
Foreign judges were tapped for TV, print or press category, as well as the outdoor category.
Reyes said the judges were tough because they decided to maintain the mind-set that a gold winner in this year's Araw Awards would at least win a bronze in the international arena.
The two Lilits were tight-lipped about the leading contenders, but Reyes hinted: "You'll know a gold when you see one."
Park City winter advertising hits new markets
Park City Chamber/Bureau and Salt Lake International Airport join forces |
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Friday, November 18, 2005
Star News wins advertising general excellence awards
by Howard Lestrud
The Star News of Elk River won the General Excellence category’s first-place award in the ECM Better Advertising Contest for 2005.
Placing second in General Excellence was the Princeton Union-Eagle and third was the Dairyland Peach of Sauk Centre.
The awards were presented at the annual ECM Publishers Shareholders Meeting Nov. 15 at the Majestic Oaks Golf Club, Ham Lake. The contest was judged by the staff of Independent Free Papers of America.
Other contest winners were:
ADVERTISING
Best 1?4 Page and Under
Black & White Ad
1st
Ad: Hilltop Sports
Sales Rep: Kim Plettl
Designer: Pam Brisk
Publication: Morrison County Record
2nd
Ad: Pladsen Ford, Inc.
Sales Rep: Dawn Schuttemeier
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Meiners Lumber, Inc.
Sales Rep: Dawn Schuttemeier
Designer: Robin Bartell
Publication: Caledonia Argus
Best 1?4 Page and Under
Black + Spot Color Ad
1st
Ad: Maggie’s Hallmark
Sales Rep:
Designer: Jennie Painter
Publication: Star News
Comments: We saw this ad in the General Excellence category and it really looked GREAT without the border that had to be put on it for judging. Good use of spot color.
2nd
Ad: Melrose Marine & Sports
Sales Rep: Brian McCoy
Designer: Beth Claussen
Publication: Dairyland Peach
3rd
Ad: Drong’s Furniture
Sales Rep: Kim Plettl
Designer: Pam Brisk
Publication: Morrison County Record
Best 1?4 Page and Under
Full Color Ad
1st
Ad: Fairview Gardens
Sales Rep: Jim Molitor
Designer: Polly Wuellner
Publication: Morrison County Record
Comments: This advertiser owes the publication for running this ad on this page. Everything black & white makes this attractive ad really stand out.
2nd
Ad: Caledonia Electronics
Sales Rep: Jane Palen
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Central Minnesota Federal Credit Union
Sales Rep: Brian McCoy
Designer: Annette Gruber
Publication: Dairyland Peach
Best 1?4 Page to 1?2 Page
Black & White Ad
1st
Ad: Elk River Little Guys
Sales Rep:
Designer: Linda Clayton
Publication: Star News
2nd
Ad: Jensen Andersen
Sales Rep: Lois Ploeger
Designer: Jessica DeBoer
Publication: Mille Lacs County Times
3rd
Ad: Martie’s Farm Service
Sales Rep:
Designer: Betsy Wait
Publication: Star Shopper
Best 1?4 Page to 1?2 Page
Black + Spot Color Ad
1st
Ad: Mortgages on Main
Sales Rep: Sherry Olson
Designer: Laura Bromenschenkel
Publication: Dairyland Peach
2nd
Ad: RW Builders, Inc.
Sales Rep: Becky Southard
Designer: Karen Hydukovich
Publication: Princeton Union-Eagle
3rd
Ad: The Depot Elk River
Sales Rep: Marlys Ellingson
Designer: Mary Proulx
Publication: Star News
Best 1?4 Page to 1?2 Page
Full Color Ad
1st
Ad: Farmer Dad’s Perennials, Inc.
Sales Rep: Mike Johnson
Designer: Tom Heltemes
Publication: Anoka County Shopper
Comments: Great use of color! Especially like the content of the ad. The message is EXCELLENT!
2nd
Ad: Early Childhood Family Education
Sales Rep:
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Lord of Glory Lutheran Church
Salesperson:
Designer: Linda Clayton
Publication: Star News
Best 1?2 Page and Over
Black & White Ad
1st
Ad: Spirit River Gift & Garden
Sales Rep: Dawn Erickson
Designer: Karen Hydukovich
Publication: Town & Country Shopper
2nd
Ad: Princeton American Legion
Sales Rep: Dawn Erickson
Designer: Karen Hydukovich
Publication: Town & Country Shopper
3rd
Ad: Sidelines Sports Bar
Sales Rep: Merle Thomas
Designer: Laura Holmstrom
Publication: Scotsman
Best 1?2 Page and Over
Black + Spot Color Ad
1st
Ad: Princeton Speedway
Salesperson: Dawn Erickson
Designer: Nick Olson
Publication: Town & Country Shopper
2nd
Ad: Coborn’s Superstore
Sales Rep: Kim Hansen
Designer: Faye Santala
Publication: Morrison County Record
3rd
Ad: Fairview
Sales Rep: Becky Southard
Designer: Jennifer Adams
Publication: Town & Country Shopper
Best 1?2 Page and Over
Full Color Ad
1st
Ad: Whitcomb’s Nursery
Salesperson: Dawn Erickson
Designer: Jennifer Adams
Publication: Town & Country Shopper
Comments: The ad asked me to watch their video on the Web…I did, and found it hard to believe that this advertiser could mix selling flowers and raising deer. The ad does both!
2nd
Ad: Lakeville Ford Mercury
Sales Rep: Jennifer Anderson
Designer: Ellen Reierson
Publication: Thisweek Newspapers
3rd
Ad: Apple Valley Ford
Sales Rep: Debbie Gamboni
Designer: Jeff Remme
Publication: Thisweek Newspapers
Best Special Section
1st
Inside Business
Thisweek Newspapers
Comments: We judged this category on what it did for the advertiser. To many times we just sell a special section because it’s the right season for it. We felt that all of these special sections gave their advertisers their moneys worth. The third place winner had a neat idea of extending the section 2 weeks…good idea!
2nd
Senior Expressions
Morrison County Record
3rd
Spring Explosion
Town & Country Shopper
Honorable Mention
2005 Minnesota Moments
Star News
Comments: We really liked this project, but didn’t know if it fit with the rules of the category. The photography is unbelievable for amateurs. This publication can be very proud of this piece.
Best Self Promotion
Ad: Imagine Life without Color
Designer: Polly Wuellner
Publication: Morrison County Record
Comments: Now that’s what color is all about! Great ad!
2nd
Ad: Look Into Our Photo Reprints!
Designer: Ellen Reierson
Publication: Thisweek Newspapers
3rd
Ad: Any Idea Where You’re Going?
Designer: Ellen Reierson
Publication: Thisweek Newspapers
The Star News of Elk River won the General Excellence category’s first-place award in the ECM Better Advertising Contest for 2005.
Placing second in General Excellence was the Princeton Union-Eagle and third was the Dairyland Peach of Sauk Centre.
The awards were presented at the annual ECM Publishers Shareholders Meeting Nov. 15 at the Majestic Oaks Golf Club, Ham Lake. The contest was judged by the staff of Independent Free Papers of America.
Other contest winners were:
ADVERTISING
Best 1?4 Page and Under
Black & White Ad
1st
Ad: Hilltop Sports
Sales Rep: Kim Plettl
Designer: Pam Brisk
Publication: Morrison County Record
2nd
Ad: Pladsen Ford, Inc.
Sales Rep: Dawn Schuttemeier
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Meiners Lumber, Inc.
Sales Rep: Dawn Schuttemeier
Designer: Robin Bartell
Publication: Caledonia Argus
Best 1?4 Page and Under
Black + Spot Color Ad
1st
Ad: Maggie’s Hallmark
Sales Rep:
Designer: Jennie Painter
Publication: Star News
Comments: We saw this ad in the General Excellence category and it really looked GREAT without the border that had to be put on it for judging. Good use of spot color.
2nd
Ad: Melrose Marine & Sports
Sales Rep: Brian McCoy
Designer: Beth Claussen
Publication: Dairyland Peach
3rd
Ad: Drong’s Furniture
Sales Rep: Kim Plettl
Designer: Pam Brisk
Publication: Morrison County Record
Best 1?4 Page and Under
Full Color Ad
1st
Ad: Fairview Gardens
Sales Rep: Jim Molitor
Designer: Polly Wuellner
Publication: Morrison County Record
Comments: This advertiser owes the publication for running this ad on this page. Everything black & white makes this attractive ad really stand out.
2nd
Ad: Caledonia Electronics
Sales Rep: Jane Palen
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Central Minnesota Federal Credit Union
Sales Rep: Brian McCoy
Designer: Annette Gruber
Publication: Dairyland Peach
Best 1?4 Page to 1?2 Page
Black & White Ad
1st
Ad: Elk River Little Guys
Sales Rep:
Designer: Linda Clayton
Publication: Star News
2nd
Ad: Jensen Andersen
Sales Rep: Lois Ploeger
Designer: Jessica DeBoer
Publication: Mille Lacs County Times
3rd
Ad: Martie’s Farm Service
Sales Rep:
Designer: Betsy Wait
Publication: Star Shopper
Best 1?4 Page to 1?2 Page
Black + Spot Color Ad
1st
Ad: Mortgages on Main
Sales Rep: Sherry Olson
Designer: Laura Bromenschenkel
Publication: Dairyland Peach
2nd
Ad: RW Builders, Inc.
Sales Rep: Becky Southard
Designer: Karen Hydukovich
Publication: Princeton Union-Eagle
3rd
Ad: The Depot Elk River
Sales Rep: Marlys Ellingson
Designer: Mary Proulx
Publication: Star News
Best 1?4 Page to 1?2 Page
Full Color Ad
1st
Ad: Farmer Dad’s Perennials, Inc.
Sales Rep: Mike Johnson
Designer: Tom Heltemes
Publication: Anoka County Shopper
Comments: Great use of color! Especially like the content of the ad. The message is EXCELLENT!
2nd
Ad: Early Childhood Family Education
Sales Rep:
Designer: Robin Bartell
Publication: Caledonia Argus
3rd
Ad: Lord of Glory Lutheran Church
Salesperson:
Designer: Linda Clayton
Publication: Star News
Best 1?2 Page and Over
Black & White Ad
1st
Ad: Spirit River Gift & Garden
Sales Rep: Dawn Erickson
Designer: Karen Hydukovich
Publication: Town & Country Shopper
2nd
Ad: Princeton American Legion
Sales Rep: Dawn Erickson
Designer: Karen Hydukovich
Publication: Town & Country Shopper
3rd
Ad: Sidelines Sports Bar
Sales Rep: Merle Thomas
Designer: Laura Holmstrom
Publication: Scotsman
Best 1?2 Page and Over
Black + Spot Color Ad
1st
Ad: Princeton Speedway
Salesperson: Dawn Erickson
Designer: Nick Olson
Publication: Town & Country Shopper
2nd
Ad: Coborn’s Superstore
Sales Rep: Kim Hansen
Designer: Faye Santala
Publication: Morrison County Record
3rd
Ad: Fairview
Sales Rep: Becky Southard
Designer: Jennifer Adams
Publication: Town & Country Shopper
Best 1?2 Page and Over
Full Color Ad
1st
Ad: Whitcomb’s Nursery
Salesperson: Dawn Erickson
Designer: Jennifer Adams
Publication: Town & Country Shopper
Comments: The ad asked me to watch their video on the Web…I did, and found it hard to believe that this advertiser could mix selling flowers and raising deer. The ad does both!
2nd
Ad: Lakeville Ford Mercury
Sales Rep: Jennifer Anderson
Designer: Ellen Reierson
Publication: Thisweek Newspapers
3rd
Ad: Apple Valley Ford
Sales Rep: Debbie Gamboni
Designer: Jeff Remme
Publication: Thisweek Newspapers
Best Special Section
1st
Inside Business
Thisweek Newspapers
Comments: We judged this category on what it did for the advertiser. To many times we just sell a special section because it’s the right season for it. We felt that all of these special sections gave their advertisers their moneys worth. The third place winner had a neat idea of extending the section 2 weeks…good idea!
2nd
Senior Expressions
Morrison County Record
3rd
Spring Explosion
Town & Country Shopper
Honorable Mention
2005 Minnesota Moments
Star News
Comments: We really liked this project, but didn’t know if it fit with the rules of the category. The photography is unbelievable for amateurs. This publication can be very proud of this piece.
Best Self Promotion
Ad: Imagine Life without Color
Designer: Polly Wuellner
Publication: Morrison County Record
Comments: Now that’s what color is all about! Great ad!
2nd
Ad: Look Into Our Photo Reprints!
Designer: Ellen Reierson
Publication: Thisweek Newspapers
3rd
Ad: Any Idea Where You’re Going?
Designer: Ellen Reierson
Publication: Thisweek Newspapers
Advertising gives way to marketing communication
Our Bureau / Kolkata
Advertising is dead. Long live advertising.
Industry experts think the term advertising is a misnomer and ought to be replaced by marketing communication with the latter being the operative word.
Anil Jain, general manager, RK Swamy/BBDO, said as markets were becoming more porous and accessible, advertising was nothing but a spoke in the wheel of marketing communication and other disciplines like direct marketing and rural marketing evolve.
Advertising is not only about being at Cannes but about non-personalised dissemination of commercial information, Jain remarked.
He was speaking at a seminar on the role of advertising in the society at large at the Bengal National Chamber of Commerce and Industry (BNCCI).
Advertising was one of the major catalysts of economic growth besides providing product information at the micro level is also responsible for creating vendor jobs at a macro level.
"Products like credit cards, telecommunication services after getting recognition through communication outsource parts of their business to relevant stakeholders thus creating further jobs as part of the cycle," Jain explained.
The Advertising Standards Council of India (ASCI) receives about 70 to 80 complaints a month regarding the advertising content, representation and the likes, 50 per cent of which are found faulty and the council addresses the problem accordingly, Jain added.
Jain said the medicinal sector should be completely opened up for advertising albeit with befitting regulations and structuring.
This would empower customers to become more aware about drugs and their usage and able to even address issues of the dangers of self-medication.
Advertising should ideally contribute in making a true knowledge-based society and has contributed actively to social issues like the Green Revolution by taking up causes sometimes beyond commercial considerations, said Surojit Nag, senior vice-president and chief executive officer (CEO) of the Advertising and Sales Promotion Company.
The physical part of the economic transformation would comprise infrastructure addition and improvement but advertising has a graver responsibility of motivating and influencing human minds, Nag said.
Advertising is dead. Long live advertising.
Industry experts think the term advertising is a misnomer and ought to be replaced by marketing communication with the latter being the operative word.
Anil Jain, general manager, RK Swamy/BBDO, said as markets were becoming more porous and accessible, advertising was nothing but a spoke in the wheel of marketing communication and other disciplines like direct marketing and rural marketing evolve.
Advertising is not only about being at Cannes but about non-personalised dissemination of commercial information, Jain remarked.
He was speaking at a seminar on the role of advertising in the society at large at the Bengal National Chamber of Commerce and Industry (BNCCI).
Advertising was one of the major catalysts of economic growth besides providing product information at the micro level is also responsible for creating vendor jobs at a macro level.
"Products like credit cards, telecommunication services after getting recognition through communication outsource parts of their business to relevant stakeholders thus creating further jobs as part of the cycle," Jain explained.
The Advertising Standards Council of India (ASCI) receives about 70 to 80 complaints a month regarding the advertising content, representation and the likes, 50 per cent of which are found faulty and the council addresses the problem accordingly, Jain added.
Jain said the medicinal sector should be completely opened up for advertising albeit with befitting regulations and structuring.
This would empower customers to become more aware about drugs and their usage and able to even address issues of the dangers of self-medication.
Advertising should ideally contribute in making a true knowledge-based society and has contributed actively to social issues like the Green Revolution by taking up causes sometimes beyond commercial considerations, said Surojit Nag, senior vice-president and chief executive officer (CEO) of the Advertising and Sales Promotion Company.
The physical part of the economic transformation would comprise infrastructure addition and improvement but advertising has a graver responsibility of motivating and influencing human minds, Nag said.
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