Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Croatian Association of Communications Agencies HURA conducted a study on the reputation of the advertising profession in Croatia. The goal of this study was to determine how the public understands the work in this industry, what is the appeal of working in advertising agencies, and what are the views of respondents about advertising. The general impression of jobs in advertising agencies is mostly positive, and the majority of respondents, namely 68% of them, are familiar with the characteristics of work in this industry.
Research on the perception and understanding of the profession of advertising was carried out during 2016 in cooperation with market research agency Ipsos, on a sample of 600 respondents. According to the research, when asked about the main tasks of employees in advertising agencies, respondents cited advertising and promotion, then the sale of products and services, and finally marketing. In the context of intelligibility of tasks of staff in advertising agencies, 68% of respondents believe that they know exactly what employees in this industry do.
57% of respondents have a positive opinion about ads because they are perceived as a source of information on a variety of products which helps in the selection, but there is also prevalent opinion that ads cannot be trusted.
A typical employee of an advertising agency is a person aged 31-40, who is highly educated, with above-average incomes, and who is professional and creative. In general, work in the advertising industry is perceived as creative, well-paid and professional, but also stressful, complicated and difficult job that requires overtime. Although work in advertising agencies was not particularly interesting to respondents, they would recommend it to others.
Detailed analysis of the survey results is available on the official HURA website.