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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
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    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

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    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

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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

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How much was Croatia’s finals worth in promotional sense?

It’s undeniable that this promotional effect was greater than the results of all the investments that Croatia has made into its promotion in the world since its birth combined

23/07/2018
in Opinion
3 min read
How much was Croatia’s finals worth in promotional sense?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Kamilo Antolović, permanent court expert for advertising

Football is the most popular sport on the planet (208 FIFA members, over 250 million registered players, 192 UN members), so it is understandable why the World Championship attracts so much attention across the globe, and also represents a fantastic promotion model for each participating country, especially those that achieve notable results. This promotional effect is especially important for a small and young country such as the Republic of Croatia.

Therefore, this planetary and historical success, apart from the sporting dimension, has an unprecedented promotional dimension and a positive effect on the country, of course in all parts of society and the world. There are different ratings on the actual promotion value of this World Cup overall, especially in the long run. Still, looking at different data and consulting with a number of media and experts, I tried to find a model that would point to the promotion value for the Republic of Croatia, if not the whole competition in the long run, at least of the finals and the promotional effect in the short term.

For the purposes of this projection, a precise calculation is not possible, or would be too expensive. I have presented the promotional values of the World Cup finals with several indicators that could lead to a projection of the promotional value of the finals:

  • current media prices (source: HTV 2018., prime time, ratings and CPT) for paid airing of messages,
  • finals were followed-watched by far more than one billion viewers via TV, people across the world (source: FIFA, Brazil 2014, 1.01bn.),
  • if only 10% of the time a promotional content of Republic of Croatia was communicated (this time includes part of the communication in the announcements of the finals as well as reports after the finals across the globe),
  • online reach (source: We Are Social 2018) in all its forms; (7,6bn. people, around 4bn. users, over 3bn. on social networks),
  • indexed (minimally 1, usually 3) value of paid time and space regarding persuasiveness and effect from this form of unpaid promotion (communication),
  • indexed (minimally 1) value for all other channels (all media and all forms) including digital, whereby internet activations are indescribable and immeasurable.
  • Indexed (minimally 1) short term value (all communication effects during the World Cup across channels and forms)

In short, the projection of the promotion effects of the finals and the FIFA World Cup (regardless of the concerns we may have towards the approach and regardless of how minimalistic parameters we use in the calculations) gives the answer to how much the Republic of Croatia would have to invest (in just a short period of time of several weeks) to achieve such visibility, the level of information and the positive reaction of such a huge auditorium across the world. Calculating based on individual indicators, we come to the amount of approximately HRK 10.0 billion, or about EUR 1.3 billion. If we add to this the long-term effects, we can say with great deal of probability that the promotional value of the FIFA World Cup is greater than EUR 1.5 billion, ie. exceeds 3% of the Croatian Gross Domestic Product (DZS, GDP, 2016).

Of course, there’s room to discuss a whole set of elements that lead to such projections. Ultimately we only look at the promotional (communication) aspect; in the short term, there has undeniably been a growth across the sectors (personal consumption, household appliances … data of HGK 2018). Considering the above, and a range of stimuli that Croatia will get from this achievement (just think of the promotional impact this has on the Croatian tourism sector, the image of the country and the atmosphere in the community …) it is undeniable that this promotion effect is greater than the results of all the investments Croatia has made in its promotion in the world since its inception, combined.

So, the real actors of this achievement are our football players and our team; and they undoubtedly deserve the greatest awards, not just in sports, but also those that far outstrip the sport, so once again, I want to thank them as well … thank you for the joy – indescribable joy!

 

Tags: FIFAFootballKamilo AntolovićRussiaWorld Cup
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