Ad spending grows slower as strategy shifts<\/p>\n
Anissa S. Febrina, The Jakarta Post, Jakarta<\/p>\n
Watch out for advertisement invasions!
\n"There is not a single aspect of our lives that has not been
\nbombarded with advertisements," 25-year-old interior designer
\nDita Eka said. "Even public toilet doors at malls bombard us with
\nads, ads and more ads."<\/p>\n
A bit of an exaggeration perhaps, but not completely untrue,
\nwith recent media research showing a slower growth in the
\ncountry's 2005 above-the-line advertisement spending.<\/p>\n
Nielsen Media Research reported on Wednesday that advertisers
\nin the country spent only 5 percent more in ad expenditure,
\ntotaling Rp 23.59 trillion (some US$2.4 billion) between January
\nand November this year, as compared to the same period last year.<\/p>\n
This was far slower growth than in the last three years, with
\nadvertisement spending previously growing by at least 32 percent
\nper year.<\/p>\n
"We have not determined an exact analysis, but it's most
\nlikely because advertisers have shifted more to a below-the-line
\nstrategy," Nielsen Media Research client service manager Ika
\nJatmikasari said.<\/p>\n
Above the line (ATL) is an advertising technique using
\nspecific traditional media like newspapers, magazines, radio and
\ntelevision.<\/p>\n
Below the line (BTL) strategy utilizes any possible media from
\noutdoor signs, free gimmicks to promotional events.<\/p>\n
The trend begun only this year, Ika added, as previously ad
\nspending growth had been relatively stable.<\/p>\n
The shift to unconventional advertising strategies is
\nincreasingly noticeable on the streets of Greater Jakarta, from
\nbillboards, banners on bridges to promotional ashtrays on tables
\nin cafes and restaurants.<\/p>\n
In addition, promotional events take place more often than
\nbefore, such as free milk campaigns at schools to hip urban
\nentertainment events.<\/p>\n
"However, ad spending on conventional media will always grow,"
\nIka added.<\/p>\n
The research, covering 16 national and local television
\nstations, 75 newspapers as well as 135 magazines and tabloids,
\nalso reveals that electronic media took the largest share of the
\nadvertising pie with a 70 percent share.<\/p>\n
Among the top 10 categories, advertisements on hair care
\nproducts topped the list this year, amounting to almost Rp 1.4
\ntrillion.<\/p>\n
Ad spending on such products increased by 28 percent from the
\nsame period last year.<\/p>\n
"There are new hair care products being introduced. It
\ncontributed to the growth," Ika explained.<\/p>\n
Promotion of hair care products also goes beyond TV screens
\nand print media pages. It ranges from free shampoos in public
\nplaces to on-line polling on what "beauty" is.<\/p>\n
For advertisers and the advertising industry as a whole, when
\nit comes to promoting and selling products, the sky is the limit.<\/p>\n
It is small wonder that this country's economy relies heavily
\non consumption.<\/p>",
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