Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Every fourth communication expert in Serbia was at least once offered some form of compensation, cash or something similar for service and support, most often for promotion in the media, according to the latest survey conducted by the portal Marketing Mreža, in cooperation with the Agency MASMI Belgrade.
Most respondents said that the most common abuse of rebates is present in pitching procedures and winning accounts (43 percent), as well as in media services and advertising (33 percent). On the other hand, half communications experts consider the rebate to be a “legal bribe” in the advertising industry, a quarter restrained from answering, while the remaining quarter does not see rebates in this light.
Respondents also believe that, above all, professional associations and the groups of agencies and advertisers need to regulate, set up and control the rebates in the advertising industry in Serbia and the region. An analysis of the countries in the region shows that in Slovenia picture is different – as many as half respondents believe that the regulation of rebates should be done by the state institutions (in contrast to Serbia, where only 12 percent expect this).
Every third company which participated in the survey said that the biggest rebates they received from the agencies for a service was between 20 and 40 percent. Sometimes, when they insist, agencies give them information about the discounts that they receive from their suppliers. This was confirmed by 35 percent of respondents from the companies. As many as 26 percent of them never received this information from their agency, and 13 percent don’t have this topic in discussions with the agencies.
However, when agencies are concerned, one in three claims that the largest rebate they offered a company was below 20 percent.
The study was conducted on a sample of 206 professionals from six countries of the region, and respondents are experts in marketing and public relations, employees in agencies and companies.