American Academy of Advertising Pre-Conference International Advertising/Italy April 4th 2013

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1 American Academy of Advertising Pre-Conference International Advertising/Italy April 4th 2013

2 Current trends in the global advertising scenario and the case of Italy Ethical challenges in advertising in Italy Advertising higher education in Italy: recent development and open questions

3 CURRENT TRENDS IN ADV

4 Current trends in global adv scenario In 2013 there will be a growing trend: adv investments are predicted to raise of +4,5% in 2013 Latin America, Asia Pacific and Middle East&Africa will be the main drivers; Europe and North America will remain steadily under market average. In Europe, Italy and Spain will be at the bottom of the list, due to investment downturn Internet will confirm its growing trend leadership (+2%), print will continue its negative trend, and TV will increase less than market average BRIICs (Brazil, Russia, India, Indonesia and China) will significantly contribute to the positive trend, and China will be the first BRIICs country on 2013 Source: Groupm, 2013

5 Worldwide media share Source: Groupm, 2013

6 Current trends in European adv scenario European adv investments - representing 23% of the global advertising expenditure - will increase of +1,4%, thanks to the slight growth of Western Europe and a lively acceleration of Eastern Europe In 2013, among Big 5 UK will confirm the growth registered in 2012; France and Germany will slightly increase; Spain and Italy will limit the negative trend registered in 2012 In Italy, Internet will be the only growing medium Source: Groupm, 2013

7 Trends among Big 5 Western Europe Source: Groupm, 2013 Emerging Europe

8 Media Mix among the Big 5 Source: Groupm, 2013

9 «Always on» will change future media investments Cloud, tablet, smartphone, social network, and hotspot wireless are key pillars for users, who can have their data at hand 24/7 and everywhere Technological evolution Social Always on Catch-up TV is growing: the content is the king and it drives the media fruition. TV is not dead, it is changing, integrating itself with web. Merger between Internet and smart TV allows users to access different contents, also spreading them through social media Social networking provides a terrific opportunity to reach new potential users, taking advantage of viral dynamics. Mobile is becoming the media for social shopping and e-commerce Source: Groupm, 2013 Surfing 24/7 and everywhere is an established trend. Smartphone and tablet are changing media and content consumption. Users are surfing less on their pc and more on mobile devices

10 ETHICAL CHALLENGES IN ADV

11 Self-regulation facts Years Preven*ve recommenda- *ons Control Commi9ee ac*vty Fast solved Cases Cessor injuc*ons Pe**ons to Jury Total scru*ni- zed cases by Commi9ee Jury verdicts Party pe**on Total verdicts Total examined cases Source: IAP 2011

12 Injunctions and petitions of the Committee (2011) 67,9% protec*on of woman image Consumer protec*on Ci*zen protec*on Minor protec*on Source: IAP 2011

13 Injunctions and petitions per business sectors (2011) Telecommunica*ons Online gambling Transports Personal care Mineral water/food Finance and insurance Source: IAP 2011 Miscellaneous

14 Party petitions per business sectors (2011) Mineral water/food Telecommunica*ons Personal care Home goods and electrical appliances Miscellaneous Source: IAP 2011

15 Injunctions and petitions per article violations (2011) Source: IAP 2011

16 Current criticalities in Italian adv Quest for a closer cooperation between self-regulation and public authorities (co-regulation) Specific critical problems: Respect of woman dignity in adv representations Protection of children avoiding to picture them in provocative adult attitudes Regulation in the promotion of gambling, lotteries, and scretch cards in adv Source: IAP 2011

17 HE IN ADV IN ITALY

18 Research in European HE in adv In 2007, International Advertising Association - Italy Chapter carried out a national survey on HE in adv in Italy, then extended at European level With a sample of 500 qualified representatives of users, specialized agencies and media in the field of communication (response rate 41%)

19 Desired importance attributed to HE in business communication

20 Actual importance attributed to HE in business communication

21 Type of education more effective for the companies

22 The importance of skills for a communication manager 1 the inclination towards interpersonal relationship 2 ability to get into relations at interfunctional level 3 ability to work in teams 4 strong general culture 5 sharing knowledge 6 analysis and estimation 7 public speaking 8 management of the diverse cultures 9 foreign languages 10 creativity 11 technological skills 12 economic education

23 Improvements in the field of HE

24 The current HE situation in Italy Universities faculties Number Subtotal Humanistic area 66 - Lettere e filosofia (Arts and Philosophy) 32 - Scienze della Formazione (Education Sciences) 23 - Scienze Linguistiche (Foreign Languages) 11 Economic, legal and political area 46 - Economia e commercio (Economics) 21 - Giurisprudenza (Law) 9 - Scienze politiche (Political sciences) 16 Engineering and mathematics related areas 24 - Ingegneria (Engineering) 12 -Scienze matematiche, fisiche e naturali (Mathematics, Physics and Life Sciences) 12 Social area 21 - Psicologia (Psychology) 10 - Sociologia (Sociology) 6 - Scienze della comunicazione (Communication 5 sciences) Other faculties 28 Total 185

25 An international outlook in teaching communication In 2004 a course in International Communication has been introduced at

26 Promoting an international approach

27 Advancing HE in Italy

28 Master overview International faculty of academics and executives International students (max 30) Conceptual discussions and practice-based project works One year master with an internship (2-3 months) and a consultancy project-work 19 classes per about 700 hours of activities

29 Disciplines and classes Corporate communication Marketing B2B communication Consumer behavior Brand management Market insights and account management Internal communication and employer branding Corporate and marketing PR Interactive and social media marketing communications Advertising creative and media strategy Qualitative and quantitative market research Oral and written presentation Advanced English course for business Public speaking Italian language for business Chinese culture and language course Italian culture and language course Business project work and internship

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