Approximately a thousand of billboards can be uninstalled in the next few years along highways and roads because of the amendments of the Road Act coming into effect on the 1^st of July which rigors the legislation in regards to the advertisement in surroundings of the roads.

The Hungarian Outdoor Media Association (MKMSZ) hopes that the implementing regulations of the law, expected in next month, will contain relaxation and exemptions and will less affected the outdoor advertising market just has recovered after the crisis.

Source: Világgazdaság

One of the most important characteristic of marketing is that less codified than the accounting or finance, where the exact – often fixed by law – rules are relevant. A chance of misinterpretation is therefore relatively small, since the cash flow is interpreted and calculated in the same way by everyone. But let think about the word of customer. In principle, anybody can be a customer (client, Buyer, Purchaser, or even consumer), but can be used as the name of institutional buyers, as opposed to individual consumers. So it shows that because of the jargon of the various industries, the corporate behaviors and because of the English language contexts even the most basic definition of marketing concepts can carry ambiguity.

Another important characteristic of marketing that the mechanisms of impacts are complex so for understand their effects require “multiple key”. You both need to understand something about economics, psychology, sociology, anthropology, and of course about the industry itself as well. The explanations – why successful or unsuccessful a marketing promotion – are often the results of factors affecting contrary to each other (e.g., lower prices increase demand, but lower prices are often linked with lower perceived quality, so for a good solution some optimization is required).

The third important characteristic of marketing – as the marketing service providers can also attest – that everyone think they are good in this. Appears in front of our eyes the beginning marketing associate who plans campaigns, but unfortunately also the company manager who draws the corporate logo in Photoshop. This “popularity” and the lack of the adequate self-control often make overconfident the marketing managers. Therefore, it is important to outlook from the own practice.

Because of these features, that kind of educational content and methods are desirable where it must be very clear what are we talking about (agreement with the use of terms) we must have at least the majority of the important keys (creative people is often neglected in the numbers, while the quantitative people deliver boring analytical solutions) furthermore, we must promote the professionalism, namely that someone hasn’t have only one “sure” solution to solve all the problems (which was seen at its last place of employment or on internship). Meanwhile, teaching need to be (should be) exciting, interesting and scientifically as possible.

How it is possible, only in certain cases and situations or in the course can be decided and probably just a few people have the best teaching method (as in the cowboy movies would say: No Silver Bullet). The good marketing education is empathy, involving and analytical as well. Keeps up with technology, aligned with the habits of communication receivers, but also points out that the truth is not necessarily in a comment on Facebook.

Of course, the situation is not hopeless, as there are many possibilities to achieve this. Must be adapted both to the rapid communication and multitasking, to the believability of the variable sources, to the diversity of opinions and must be offered to measure the personal experiences. So the marketing education is not only in the schools, but it is in the community, in the workplace and in the everyday experiences through individuals, but of course, it is in reading books, too. Since then the role of the school has a nature of rather synthesize and intermediate character. But it is based on the fact that the participants should want to take part in it and the teacher should create this opportunity and should wake up the necessary motivation.

Where do we stand now? The main source of knowledge of the traditional marketing education is the syllabus, which interpretation can be one-way (presentation) or interactive (practical). Presumably, now, it isn’t going like this in a single school, because interactivity can be increased in several ways, with involvement of exercises, cases, projects, presentations, students selected projects, guest speakers and electronic sources (e.g. blogs, themed sites etc). For example, in 2010 in the Corvinus University, the Seminars of Bachelor of Marketing began with viewing the “United Breaks Guitars” Youtube video. Of course, there are obviously a lot more opportunities to exploit network effects, for the improvement of learning from each other, planting themes and for benefiting the communication between friends.

But if the technology supported education should be the only solution, it is strongly in question for me. For a wise crowd indeed it is essential the existence of the diversity, heterogeneity and the individual opinions because without them just a stupid mass remains. The challenge is to make smarter the participants who share their personal experiences for example using a community website. The purely copying solutions or the following opinion of others won’t make anybody smarter if there aren’t the necessary critical faculties, the autonomy and preparedness in the recipient. While the role of the marketing teacher can be to develop and promote critical thinking, help interpreting the facts. This can naturally offer significant advantages also for him because he can also learn a lot from this. So it is possible that prepared teachers and prepared students can well complement each other.

András Bauer
The author is the head of the Budapest Corvinus University, Department of Marketing
Source: Media Info

It wasn’t concealed, that the professional conference which was held by MKMSZ on Thursday at the Palace of Arts was intended to polish the outdoor advertising. It is also emerged: the media agencies can evaluate their media plans according to new criteria. Interesting elements are also appeared in front of the projector.

The professional conference of the Hungarian Outdoor Media Association was held with strong interest on Thursday which could have several reasons: first of all, because the event was with free entrance, on the other hand, the outdoor media is underrepresented among the types of the media conferences line-up.

According to promise of the organizers this situation will change, because they want to make a tradition of similar initiatives in the life of the association. Furthermore, in one these events of the Palace of Arts halls, in spite of the several seats many participants forced to stand and in praise of the event, this situation was maintained even after the lunch.

During the conference three main topics were discussed, or four, but about the pony has been already written a lot, it was the last – even if during the last week’s event Gergely Litka summed up humorously the slightly embarrassing story of the horse.

It is not goodas it is

There is nothing so good as it is, especially the outdoor market’s current situation, the connection between certain elements of the communication’s chain and the “out of home – ooh” advertising segment should be changed. At least Tamás Bauer, the managing director of Portland optimizer and Tamás Jobbágy, the head of MEC ResearchDivisiontalked about this.

From their presentation revealed that today in the head of advertisers outdoor media does not enough sexy,moreover, the relationship between certain actors of outdoor advertising market is far from working well together. The relationship between the four main characters, between the advertisers and creative agencies, media agencies, and outdoor optimizer generally not integrated, the actors are in isolation contact with each otherwhich does not allowthe efficient utilization of the creative possibilities inherent in the different types of media. This coupled with the fact which is probably characterized not only by the outdoor media that the advertisers cut off the amount intended for creativity from marketing budget at first.

But there is a lot of potential in the out of home advertising – added the two performers. As the result of their research prepared for the conference ​​shows that customers like the outdoor media because they consider it as type of media that stimulate to creative thinking, and if the product portfolio and advertising support each other well,it can be a very powerful media type.However, advertisers and agencies do not see enough trendy the outdoor media, moreover, the participants of the survey also criticized some of the its disadvantagesas emerged a rather dubious reputation of the media type thanks to the issue of illegal billboards.

According to Bauer and Jobbágy from the current situation it is possible to move forward if advertisers and agenciesas well as the optimizer are sitting at one table to develop the campaign process. In the fact, that outdoor advertisement is not enough sexy, especially the spread of the digital out of home media may change, which according to the performers, neither in the West assumed significant proportions, but in the future it is clear that outdoor advertisement will become next to the traditional three screens (TV, computers and mobile phones), the fourth digital interface.

This must be added to the purification of the market as the bad quality or uncertain background billboards will be demolished – anyway, this process has already started, at least according to Miklos Somogyi, the President of MKMSZ.

The second theme pursued the suggestion of Bauers: as the outdoor media is plenty of creative potential. Ervin Sallai, the co-creative director of Creative Café and Katalin Spielmann, the media director of Coca-Cola Hungary also tried to prove it. Sallai approached the question from an absolute creative side, showing such impressive ambient as the award-winning nose hair cutter advertisement in Cannes this year or as the outdoor advertisement with live fishes or just as the potato solution of Lay’s.

Spielmann inkább marketinges szemmel, kutatásokkal alátámasztva mutatott be főként hazai termékbevezető kampányokat, mint például a Coke Zero hazai megjelenése, vagy az Enviga zöldtea bevezetése, melyről a kampány idején print lapszámunkban is említést tettünk.

Spielmann rather with the eyes of marketing presented the mainly domestic product launches campaigns supported by researchessuch as the domestic appearance of Coke Zeroor the introduction of Enviga green tea which was also mentioned by our print issue during the campaign.

Itis good,as it is

The third mainstream of the conference was the research which was presented by the managerial staffs of Ipsos, by Peter Sterk, president and by Bálint Hantos, the head of the outdoor researches and also managing director of Outdoor Media Audit. These studies mainly highlighted that the outdoor is good, but they tried also to give details of why and for what it is.

In July, Ipsos examined the attitudes towards outdoor advertising for MKMSZ in the framework of an online query where 800 people were selected from the population aged over 15 and inthe questionnaires the advertisements of each type of media were evaluated from several aspects by the responding individuals and separately also the advertisements of the outdoor media.

According to the one of themainstatement of the research’s results, the biggest strenght of the outdoor media is that it is the least disruptive and intrusive media type (people think that the television advertisements are the most intrusive form of advertising).Anadditional strength is that it is part of everyday life of the people, which reduce the rejection of advertising.

Among its disadvantagesshould be highlighted the lack of credibility and it doesn’t provide sufficient information,so it does not contribute to decision making,because (especially today) it can be talked about a static type of media so the transfer of information is substantially more difficult than in case of the TV or the Internet.

Furthermore, the most highly memorable ads are the television commercials which – although far behind – is followed by the outdoor media. Among the tools of outdoor media, the easiest to remember is the billboard advertising.The presentation showed also that the low-skilled, under the 50 years of age, low social status people are subjected to the most of the outdoor advertising.

One of the most interesting part of research was the so-called Penalty & Reward analysis. Its essence was to determine if a multi-media campaign which runs what kind of effect – suppress or amplifier – have on the results of specific media types. In the perception of outdoor advertising, for example, the analysis showed that the television is essential to a good campaign, TV advertising can add a lot to the perception of outdoor campaigns but it can also harm if there isn’t any TV support.

It can be seen also from theidentification ofoutdooradvertisements that the identification values of a campaign can improvea lot using television advertising and lose without the help ofthe campaign. The research allows a lot of similar comparisons of indicators, so it includes also the metric of activation in which the radio can mostly work well together with outdoor media. According to the research, the outdoor ads in practice are able to reinforce all the main indicators of the other media types with success.

The possibility of a new kind of media planning is definitely interesting in the light of the current model. After the presentation of the research there was no reaction and question.

We are wondering how the media agencies will use this methodology which is certainly related to much more work and attention.

Szabolcs Szerényi
Source:kreatív.online

According to promise of the organizers this situation will change, because they want to make a tradition of similar initiatives in the life of the association. Furthermore, in one these events of the Palace of Arts halls, in spite of the several seats many participants forced to stand and in praise of the event, this situation was maintained even after the lunch. During the conference three main topics were discussed, or four, but about the pony has been already written a lot, it was the last – even if during the last week’s event Gergely Keresési javaslat: a közterület alulreprezentált a médiatípusok közül a konferencia palettán.

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Mégse

magyar-angol fordítás

Litka summed up humorously the slightly embarrassing story of the horse.

An estimated advertising spending was published by the Magna Global. According to the forecast of media agency’s organization, the advertising spending in 2011 going beyond the expectations may exceed also the 5 percent. The pulling region will be the Far-East.

An updated estimate of global advertising spending was issued by Magna Global, the organization of IPG Mediabrands. The forecast was designed along a comprehensive model which contains data from more than 60 countries between the period of 1999 and 2016. According to their estimation the worldwide advertising spending will grow with 5.4 per cent in 2011. This will be a total of 412 billion U.S. dollars in addition, without changes in rate.

Better than was thought

The expected growth is more than the 4.2 percent expectation previously published by Magna. The growth would exceed the preliminary estimation also this year as the Agency’s organization first predicted 5.6 percent but now it is estimated at 6.9 per cent growth for this year.

However it is a great the difference between each national market. In most countries will increase spending, in this Argentina, India and China will be on the top while the smaller part of the markets such as Greece, Croatia and Ireland is fighting with a conflict and declining advertising sector.

The long-term growth rates have also improved. According to Magna till 2016, the global industry average annual growth rate is 6.3 percent where the each year’s estimates mostly significantly have improved – with more than half a percent – compared to published data in 2010. June.

Source: kreatív.online 2010.12.07.