Ed’s Note

There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone. – Fairfax Cone, of Foote Cone & Belding

There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone. - Fairfax Cone, of Foote Cone & Belding
RO22.85mn in 2005,RO31.73mn in 2006,RO41.58mn in 2007 - advertising in print media is clearly on a roll.
Despite TV, radio and several below-the-line avenues, print media rules when it comes to its share in the advertising pie. Every year when we conduct the survey,we know there may not be any major upsets or victories.
Yet we go about it because the little details that are usually missed in the large picture will give our readers, advertisers and marketers a clue as to what can be expected and an understanding of the dynamics of the year that went by.But this year the survey showed that there has been a churn. There are three new entrants into the top ten list. Displacing petroleum products, airlines and perfumes sectors, real estate, healthcare and food and beverages have moved into the hallowed arena.
2007 was also the year of media innovations. False covers, belly bands, jackets, gatefolds, reverse gatefolds, you name it, the print media had it.The next two years could be even more interesting as far as ad spend and innovations are concerned.
With the Telecommunications Regulatory Authority (TRA) inviting proposals for a second fixed line telecom licence and a third mobile licence, there's bound to be a lot of action in this sector.
In keeping with the theme of our cover story,we have put together a special issue on advertising. Oman got its first taste of ambush advertising in February this year raising hopes that it could be the beginning of an aggressive advertising trend. By all appearances, below-the-line advertising, which accounts for a lion's share of companies' ad budgets internationally, has caught on here as well.Marketing campaigns are increasingly moving away from using mass media branding towards utilising more direct response marketing methods.

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Ed’s Note
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