Ad market malpractice

With the advent of new platforms for

advertisements, the format, format, size and methods of advertisement have also changed. At the beginning, advertisements appeared in print and gradually became heard on the radio. After that, commercials gradually started appearing on television. Along with the size of the media, the importance of advertising in the advertiser, the thinking of advertising started to develop. After this, the advertising market also became competitive.

With the advent of new media, the scope of advertising widened. The choice of advertisers also started to increase. The work of agencies involved in advertising in the market will increase, new creations will come. Advertising agencies came in hundreds and competition in the market increased. With the development of advertising in Nepal, the Nepal Advertising Agency Association was born to promote the rights of advertising agencies.

The association began to play a role in the managed advertising market. Similarly, organized organizations of the media also came. Different organizations emerged for their own interests. With the increase in the organization of media and advertising agencies, cooperation and coordination started between media and agencies for a mutual benefit such as how to increase the market, how to cooperate.

In the country, with the introduction of laws such as the Industrial Business Act, Foreign Investment and Technology Transfer Act, Privatization Act, and Income Tax Act, the idea of ​​investing in industrial business and advertising started to develop in the country. Due to the commercial laws and regulations, the investment environment in the country was created. After the year 2046, big events, events and ups and downs came in the country. Therefore, the number of advertisements did not increase with the rise of new platforms for advertisements. The agencies and the media began to pay attention to the advertisements being done in the same market.

Since 2063, Kriti Arwads first edition was started with the aim of increasing advertisement creation in the Nepali advertising market, rewarding and encouraging advertisement creators and creators to take the Nepali advertisement market to the international level, and making advertisement creation dignified, decent, and magnificent. The awards, which have completed their 12th edition till date, have become common for all stakeholders, media advertisers, creators, creators, artists.

Around 2065, five points were agreed upon at the initiative of Nepal Advertising Association and communication entrepreneurs. After an agreement was reached to regulate and regulate the advertising business, the market remained open for some time. To make the advertising market disciplined and dignified and healthy, Nepal Advertising Association continued to demand clean feed, separate advertising council. As the government has been repeatedly demanding a separate act for advertising, the government brought an act to regulate advertising through an ordinance dated October 2076.

Since 2047, Nepal Advertising Association has been trying to make the advertising market dignified and healthy. Whether it is in extreme situations like earthquakes, corona, floods, or in easy situations, the association is constantly moving forward in close cooperation with the media. The association is committed to a leadership role in leading the advertising market. In which the Association has a leading role in Advertising Act, Advertising Procedures, Advertising Regulations, Advertising Code of Conduct, Advertising Policy. Although the union has some objections to the provisions of the Act, the union has cooperated with the advertisement board. The advertising code of conduct through the

advertisement act holds creators, brands, agencies, media and advertisers responsible for their work areas, responsibilities, and what they have to comply with.

aims to provide students and professionals who want to enter the advertising market with up-to-date training, knowledge, skills and information about the national and international advertising market in order to stay in this field and maintain it, through international organizations. According to which, AFA, (Asian Federation of Advertising Association) and (International Advertising Association) are networking with IAA and aim to invite national and international experts in Nepal to hold meetings, seminars, seminars and workshops. Also, through the International Advertising Association Nepal Chapter and the Ad Club of Nepal, it is conducting targeted programs for advertising, brand, creative, design, marketing, presentation etc.

In the various challenges and opportunities in the advertising market, not giving place to advertising professionals from media houses, leading in marketing themselves, billions of loan transactions between advertisers and advertising agencies in the market, media and agencies, the problem of non-payment of loans, agencies investing in media and advertising but late payment from advertisers, A prime example is media ambiguity in ad rates, ad rates not being based on reach area, category, content, size, quality, readership and audience.

There are vast opportunities in the Nepali advertising market. Advertising is essential for projects of national importance, physical structures being built in the country, franchises of foreign brands coming to the market. There are also examples of some brands doing Nepal-targeted advertisements on OTT platforms from abroad. Cooperation is necessary for its prevention. Coming

platforms are Wing, PR, Release, Content, Creative, ThreeSixty, Outdoor Agency. The work of all these agencies is different. Therefore, the manner, nature, discounts, commissions, discounts, bonuses of these different agencies with the media and advertisers are different. Also, the problems, challenges and opportunities of these agencies are different. The union is also challenged to include the agencies dealing with different natures within the union. For this, the association has introduced the concept of thematic committee. Considering this, the association changed its name from Nepal Advertising Agency Association to Nepal Advertising Association.

Every type of agency has its own problems. There are more number of releasing agencies in the market. So the problem of releasing seems to be big. But in terms of turnover, Wing may be more. But business fundamentals are the same, such as business tax exemptions, lending, unfair competition, common problems. On the one hand, advertisers are not willing to pay a lot of money for creative. On the other hand, the market is disturbed. Another challenge is content production, i.e. program production and production and copyright and franchise management of programs brought from outside.

Agency and agency, media and media, media and agency, media and advertiser, advertiser and agency, advertiser and advertiser are the problems of the advertising industry as a whole. Where lending, pricing, bill settlement, payment, pricing, brand imitation, copyright, unauthorized advertisement production, unnecessary pricing, discount, discount, bonus, bond, etc. are the main problems. Also, pitching with an advertiser who is working with an agency, going to another agency, taking cheap work and compromising on quality, not following the agreement made by the agency with the advertiser literally from both sides, after the advertisement is published/broadcasted, the advertiser shows problems in the advertisement and makes the payment difficult, the agency publishes the advertisement according to the agreement with the advertiser. There is also a situation of voluntary change of non-broadcasting, publication/broadcasting of advertisements in one, and devaluing of agency creation by media and advertisers.

Recently, various agencies, government representatives or the media have raised the issue of the agency paying too little to the media by over-billing the advertiser. Although it looks like the fault of the agency at a glance, both the media and the agency are benefiting from it.

Similarly, due to agency-agency competition, there is a situation where creative employees do not last or go to others in a short time. There is a situation where the practice of 'No Objection' letter of consent should be applied to the agency while appointing or leaving the staff between the banks . There are issues like lending, cash discounts, bonus commissions, pricing, discounts, frequency discounts etc. between

media and agencies. There are also accusations that the media did not publish/broadcast as per the agreement, the agency brought the advertisement from the advertiser and circulated it in other media without giving it to the specified media. There is a dispute between advertising agencies, municipal contractors and local levels in signage and outdoor. Even when working in agreement with local bodies, there is a situation of obstruction from other government bodies. There are also problems with

buying agencies. Agencies also need to enhance their capabilities and manpower to become commercial partners or consultants with advertisers. By which the agency can show itself to be excellent. Since the digital advertisement that came after 2015 was new, it attracted people in the early days. Gradually the attachment towards it started increasing. It was selected because the investment is less. With the introduction of new dimensions of advertising in the market, the market became competitive. But because the market was limited, there was an environment where many people played. It started having false attempts. Price, discount, frequency, etc. began to be negotiated.

After the Great Earthquake and the Covid epidemic, not only the country's economy, but the international economic recession has affected the world. This does not mean that all is lost. Due to these developments, foreign brands are coming along with the decrease in our domestic production. It is also necessary for Nepali brands to spend on advertising to give a positive message to consumers. However, all problems should be solved in a legal manner.

Similarly, the government should also advertise in a creative way to give a positive message to the economy so that the common man can understand it. Since there is less information about the brand, it is necessary to explain it to the consumers through advertisement. A segment within digital media is social networking. Behind the reach of digital media, advertisers can easily see the impact of advertising. But since our existing media does not have that facility, its development is the need of the day.

Advertisers need agencies and agencies need media. Today media also have to change their marketing methods and agencies also have to change their working methods. National and international advertisements are coming to the market from the agency we have. We should proceed with a clear written agreement between the advertising media and the agency. In order to solve the above-mentioned overall problems related to advertising business, Nepal Advertising Association can take initiative and play a role in an objective manner for the upliftment and welfare of the advertising industry in cooperation with the media and advertisers.

For professional hygiene, ethics, honesty and social responsibility, the partners of every advertising cycle should not only see immediate profit loss from their respective positions, but should contribute to sustaining this business for a long time and making the business decent.

With this, it will be easy to remove the advertising restrictions imposed by the government, increase the advertising market, and change the general perception that there is irregularity in advertising, and it will be easier to move forward by protecting the editorial freedom of the services provided by the fourth organ of the state. If we keep our personal problems aside for some time and maintain professional discipline, the trust of the industry, business and establishment will increase towards us. And only we can not only increase consumer awareness and information about goods and services daily, but also improve our own creations.

—Thapa is the president of Nepal Advertising Association