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Pakistan Advertising Policy
 

Pakistan Advertising Policy

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Advertising arena of Pakistan is becoming more global.

Advertising arena of Pakistan is becoming more global.

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    Pakistan Advertising Policy Pakistan Advertising Policy Presentation Transcript

    • Pakistan Advertising Policy Consultation Phase
    • Executive Summary Pakistani advertising industry is steadily growing since 1950s. Today there are more than 200 registered advertising agencies in the country. For understanding and optimally tapping opportunities, we need Pakistan Advertising Policy to be framed and implemented in letter and spirit. Perceived results and beneficiaries of advertising policy are motivating factors. Hopefully change-prone stakeholders would contribute their suggestions and strategies. Future of advertising industry of Pakistan is bright. Hopefully Ad Geek Daily or Aurora would prepare draft of 1st Pakistan Advertising Policy.
    • Advertising Volume
    • Advertising Services Exports
    • Advertising Volume (Forecast)
    • Advertising Volume (Normative Forecast)
    • Advertising Volume (FATA)
    • Advertising Volume (AJK)
    • Pak Exportable Ad Services Online Copywriting  Copywriting  Creative Writing  Technical Writing  Article & Blog Writing  Word Processing  Data Entry & Research  Proofreading  Photography  Translation (Eng-Arab / Eng-Urdu)  Editing  Microsite Development              Graphic Designing Product & Package Designing Publishing Industrial Research Fashion Designing AV Production Vinography Modeling Printing Social Media Marketing Online Telemarketing Business Research
    • Advertising Skills Market Position Qualification Intl Qualification Demand Monthly Pay (2013) India/Pakistan Weekly Pay (2014) USA Copywriter BA, MA Test of Creative Writing (UK and USA), Test of Content Writing USA, Hong Kong, UK, South Africa Rs.59000 Rs.80000 Creative Writer BA, MA Test of Creative Writing (Fiction) USA, UK; Test of Creative Writing (Non-Fiction) USA, UK USA, UK, Australia, South Africa Rs.70000 Rs.120000 Proofreader BA, MA Test of Proofreading & Test of English (UK and USA) USA, Hong Kong Rs.85000 Rs.100000 Graphic Designer BA, BFA Test of Designing, Test of Photography Hong Kong, UAE Rs.45000 Rs.80000 Strategy Writer BBA, MBA Test of Marketing, Test of Psychology, Test of Management, Test of Communication, Test of Publishing, Test of Kaizen USA, Hong Kong Rs.74000 Rs.180000 Media Planner BA, MA Test of Management, Test of Public Relations, Test of Marketing or Advertising USA, UK, South Africa Rs.55000 Rs.120000
    • Advertising Skills Market Position Qualification Intl Qualification Demand Monthly Pay (2013) India/Pakistan Weekly Pay (2014) USA Art Director BA, MFA Test of Psychology, Test of Publishing, Test of Designing USA, Hong Kong, UK Rs.65000 Rs.160000 AV Director BA, MA, MFA Test of Photography, Test of Film Production, Test of Editing USA, Hong Kong, China Rs.70000 Rs.180000 Asst AV Director BA, MA, MFA Test of Photography, Test of Film Production, Test of Editing USA, Hong Kong, China Rs.50000 Rs.125000 Translator BA, MA Test of Translation (English to Urdu / Urdu to English) India, China Rs.45000 Rs.65000 Visualizer BA, MA Test of Psychology, Test of Publishing, Test of Designing UK, USA Rs.35000 Rs.45000 TQM Manager BA, MA Test of Kaizen; Test of Total Quality Management, Six Sigma (Green Belt) Japan, South Korea Rs.75000 Rs.90000
    • Advertising Skills Market Position Qualification Intl Qualification Demand Monthly Pay (2013) India/Pakistan Weekly Pay (2014) USA NL Editor BA, BFA Test of NL Editing Singapore Rs.50000 Rs.80000 Researcher BA, MA, MBA Test of Research Methods, Test of Communication, Test of Six Sigma or TQM USA, China, Hong Kong Rs.100000 Rs.180000 Social Media Expert BA, MA, MBA Test of Social Media, Test of Online Marketing, Test of SEO USA, UK, Hong Kong, China Rs.65000 Rs.100000 Article Writer BA, MA, MSc Test of Content Writing, Test of Publishing, Test of Proofreading, Test of Marketing and Customer Service USA, Hong Kong, China, UK, South Africa Rs.70000 Rs.180000 Photographer BA, BFA Test of Photography US, UK, Hong Kong, UAE Rs.30000 Rs.60000 Wordprocessor BA, MA Test of MS Word, Test of Typing US, UK, Hong Kong, UAE Rs.40000 Rs.70000
    • Expectations of Intl Customers  Integrity & Business Ethics       (Universal Corporate Identification Number – UCIN and International Bank Account Number - IBAN) Skilled Human Resource (Healthy, Qualified and certified by PAA) ISO-9000 certified communication agencies Social TV Network Association of Pakistan Application Developers (Teen-focus, product-focus, professional-focus) Outdoor Media Association of Pakistan Online Marketers Association of Pakistan (50000 email accounts on Constant Contact)
    • Vital-Few Opportunities Adpersons Training for Global Economy E-papers Advertising Fish Ad Services Exports OEC, TDAP, Ministry of Planning & Development, FBR, Ministry of Finance and FPCCI are main customers of these long term permanent opportunities. Government of Pakistan and Government of Sindh are media-friendly.
    • Stakeholders Role Customer Awareness Comprehension Conviction Action TDAP 80% awareness about advertising services exports Adpersons training and development for global economy Ad services exports are beneficial for GDP growth TDAP must issue report on Advertising Services Exports. OEC Adpersons training for global economy Foreign remittances will decrease poverty level Skilled human resource is beneficial for economy OEC and SMEDA must conduct training programs. Ministry of Finance 10% awareness about 3 Opportunities 3 opportunities have directmultiplier effect on economy. E-papers industry can be developed. PCP must support advertising industry via PAA for improving Balance of Payment Study must be conducted to double advertising industry of Pakistan. Planning Commission of Pakistan 20% awareness about the macro environment Ad services exports are more important than adpersons training. PCP must support advertising industry especially in FATA & GB National Advertising Policy must be formed. Government of Sindh Zero percent awareness about ad services exports in 2014 E-papers industry can be developed. 3 opportunities have direct-multiplier effect on economy. Department of Finance must support advertising industry for sustained job opportunities for youth KCCI must conduct training programs. Top 5 Agencies 80% awareness about opportunities Normative approach can double industrial volume. Industry development is in favor of everyone. Revolving Fund must be formed in 2013.
    • Stakeholders Role Customer Awareness Comprehension Conviction Action Aurora 70% awareness about interventions 5-Year Advertising Development Plan can be chalked out. Ad industry can be doubled. Marylou Andrew must advocate opportunities and strategies till results. Donors 10% awareness about 3 opportunities Small ad agencies need to be supported especially in neglected areas Job market of Pakistan can be improved Behavior Change Communication must be advocated. PAA 80% aware of opportunities plus online marketing and professional associations Opportunities have positive impact on economy PAA must develop codes of conduct for epapers, outdoor media and online marketers Comprehensive 360/365/Training Program must be started. FPCCI 20% awareness about advertising services exports Adpersons training and development for global economy Ad services exports are beneficial for GDP growth FPCCI, TDAP and SMEDA must conduct training programs. Government of Punjab 50% awareness about problems of ad industry 3 opportunities have direct-multiplier effect on economy Adpersons training and development can revive showbiz industry LCCI must conduct training programs. Government of Khyber Pakhtunkhwa 10% awareness about problems of ad industry E-papers industry can be developed. E-papers can help generating taxes for government Database of adverting agencies must be developed.
    • E-papers Advertising Tariff Online papers with quality contents are growing in Pakistan. Press Information Department must approve advertising tariff for online papers. Interim Minister for Information and Broadcasting could not fix the tariff. Following stakeholders must get up for their rights by establishing Online E-Papers Association of Pakistan.  Top Story Online  Ad Geek Daily  Daily 10 Minutes  Brandsynario  The Desi Design  Advertistan  Launchpad Interactive
    • Small Agencies Strategies  Setting goals to be among Top 20 agencies of Pakistan  Hiring professionals for TQM and ISO-9000  Focusing on new regions like FATA, Southern Punjab and AJK  Focusing on international markets in Africa and South America
    • Training of Adpersons for Intl Markets Developing human resource for global economy is a science and art. Countries hire services of strategic planners like Edelman and Saatchi & Saatchi. All stakeholders in Pakistan must sit together to chalk out a charter or resolution by end of December 2013. Responsibility also lie over top 5 advertising agencies of Pakistan, NPO, Pakistan Press Council, USAID, UNIDO and SMEDA.
    • Discussion Q:Is advertising volume during 2007 to 2012 authentic? Gallup Pakistan: Yes Aurora: Yes Q:Is advertising services exports during 2007 to 2012 authentic? A: TDAP and Gallup Pakistan have been requested to confirm data and provide information about services-exports in last five years. Q: Is normative forecast of advertising volume of Pakistan fair and just? A: Industrial planning is in vogue since 1950s in the world, thus, normative forecast of advertising volume of Pakistan is just. Q- Are vital-few opportunities authentic? A: Training for global market and advertising services exports are more vital. Q: Should there be Pakistan Advertising Atlas of 2013? A: Authentic advertising and promotional atlases of 2013 must be independently published by Gallup, Aurora and Orient for strategic planning. Q: Should donor support ad agencies in neglected areas? A: Yes, it will help generating job opportunities, taxes and exports.
    • Key Credits Economist: Sajid Imtiaz Agency: Fasttrack Communication Feedback: sajedimtiaz@hotmail.com Audience: Worldwide