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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Diary of a Methuselah #13: Many industries, crucial for humanity today, mostly live on advertising

A new generation of creatives is NOT knocking on the doors of the industry

17/05/2016
in Opinion
2 min read
Diary of a Methuselah #13: Many industries, crucial for humanity today, mostly live on advertising

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović, ekrem@www.media-marketing.com

Today we are publishing a column Why should you work in advertising? by a British author Dan Wilks. I am grateful to Adnan for finding and translating this text, so that we can all read it. An excellent article on the importance of advertising in today’s society and the fact that everyone values advertising as an industry more than we ourselves do. Is it true? Yes! Why? I have no idea, and I think few people do, because if we knew why, we would probably change that attitude.

Many industries important for humanity today live mainly from advertising. Let’s take for example the media industry. Apart from public service broadcasters, all media live from ads. The fact that newspapers are sold at newsstands brings almost no money at all to publishers, since the costs of sale amount to around 50% of revenue (commission kiosks, distribution, return of unsold copies …). Subscription also doesn’t bring profits. Just look at how big discounts publishers offer for subscription. In addition, they have to pay the postage or salesmen in order for the newspapers to arrive at your front door. Sales at newsstands and subscriptions bring ad money. More copies sold and more subscribers means more circulation, and more circulation brings in advertisers with better advertising prices.

Culture and art would hardly survive without sponsors, especially in recent years as state budgets for culture are in a sharp decline. In the developed countries sponsors’ spending for culture and art is on the rise. Sponsorship doesn’t directly contribute to increased sales of products or services of the sponsor. That’s what advertising is for. Culture and art enrich people’s lives, make society happier and automatically people become better consumers. That’s where the sponsors see their interest, and through sponsorships they indirectly contribute to their own well-being and overall welfare of the society.

Professional sport also couldn’t cope without sponsors and advertising. Sponsors finance top athletes, their teams and national teams. Continental and world championships, including the Olympic Games, could hardly reach today’s level of organization and results without sponsors. Without advertisers, TV stations wouldn’t have the money to finance expensive broadcasting rights for the coverage of large sporting events.

There are many more areas of life where sponsorship and advertising play a very important role. Without them, things just wouldn’t work.

Everyone can see that, except those who work in advertising. They deal with communication, yet they don’t communicate. They make ads for clients, record TV spots, organize events. They work for everyone but themselves. Everyone is buckled down on the task in front of them, but there is no collective synergy of the industry, there is no promotion of advertising, there is no communication. Now and then, when you win a prize, you send a statement, and that’s all. The new generation of creatives is NOT knocking on the door industry. Young people have increasingly less desire to work in advertising, and the industry is doing next to nothing to promote itself and thus attract young, educated and creative people to join it.

Read the column which we publish today, and think a little about what that man says. It would pay off.

Monday, as every other Monday… but strangely enough, quite a lot of news came in.

Sarajevo, 16 May 2016.

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