AWARD-WINNING AUTHOR Salman Rushdie will address the Institute of Advertising Practitioners in Ireland (IAPI) at its annual awards in October.
Rushdie, once an advertising copywriter, will outline his views on how advertising influences our daily consumption patterns as part of the event's theme of advertising effectiveness. The awards take place on October 9th in the RDS, Dublin. They will reward advertisements which have had the most impact in Irish or international markets between June 30th, 2006 and July 31st, 2008. The awards are being run in conjunction with The Irish Times.
Tom Doherty, IAPI vice-president, said margins were tighter than they had been for many years and many firms were feeling the pinch. "In the current climate, revenues directed into advertising must deliver to the bottom line. It is the advertising agencies that deliver innovative, creative and cost-effective campaigns that will weather the storm."
Maeve Donovan, managing director of The Irish Times, said when customers were thinking more carefully about the purchases they made, advertisers needed to ensure they continued to invest sufficient resources to maintain their share of voice [the total percentage that you possess of the particular niche, market, or audience you are targeting].
"Agencies and advertisers will be looking to manage costs while delivering meaningful campaigns - in this scenario, choosing the best medium to get to your target market is the key decision."
The advertising industry is worth over €2 billion a year.
