Pakistan Advertising Policy

Pakistan Advertising PolicyConsultation Phase

Executive SummaryPakistani 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




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




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

Ad Services Exports

Adpersons Training for Global Economy

Advertising Fish

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.

E-papers

Stakeholders RoleCustomer 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 direct-multiplier 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 RoleCustomer 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 e-papers, 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 TariffOnline 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 MarketsDeveloping 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.

DiscussionQ:Is advertising volume during 2007 to 2012

authentic?Gallup Pakistan: YesAurora: YesQ: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: [email protected]

Audience: Worldwide