Presentation on Advt., Policy
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Transcript of Presentation on Advt., Policy
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A Presentation on
Advertisement PolicyBy
PRESS INFORMATION
DEPARTMENT
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Aims & Objectives of CentralizedAdvertisement Policy
Centralized Govt. Advertisement Policy
Types of Government Advertisements
Role of Advertising Agencies
Procedure of Payment
Central Media List (CML)
SEQUENCE OF
PRESENTATION
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Judicious and transparent disbursement ofGovernment Advertisements tonewspapers on equitable basis.
Protect and promote the interests of theregional papers.
Safeguarding the interest of theGovernment Departments/Organizations.
Uniformity in advertisement rates as perlaid down formula.
Aims & Objectives of theAdvertisement Policy
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POLICY AN OVERVIEW
Centralization of all governmentadvertisements in 1950.
National Publicity Conference held on
29th
& 30th
October, 1963. Setting up of Central Advertising Board-1963.
The Governors Conference held on May 25-
26,1966 decided:-
The authority to release governmentsadvertisements under the centralization of
advertisement scheme will be the PressInformation Department, Ministry of I&B.
The sponsoring departments/organizations willonly specified their target areas the region and the
language of the newspapers/periodicals in whichthe advertisements are required to be published.
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Continued -----
All autonomous/semi-autonomous institutionsincluding PIA under the Central Governmentshould release both classified and displayadvertisements through the Ministry of I&B.
Advertisement subject was assigned toMinistry of Information and Broadcasting
through Rules of Business-1964 againand again amended in 1973.
Allocation of 25% quota of the
advertisements to the regionalpublications in 1985 by a Presidentialorder No. .
The Cabinet reiterated the Policy in 2003.
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continued------
The requisition is forwarded to PID forpublication of advertisements bygovernment departments.
The requisition for placement of anadvertisement shall invariably containthe following information:-
Date (s) of publication. Number of insertions and the page
position.
Target i.e. region/language of media. Certificate of availability of funds to meet
the expenditure of advertisement.
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Continued----
The sponsoring departments are notallowed to name the media
(newspapers). Even if the media is indicated, the
releasing authority is competent to make
any changes, keeping in view the targetsand budgetary allocation.
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ROLE OF ADVERTISINGAGENCIES
In 1998 Mr. Mushahid Hussain Syed,Federal Minister for I&B decided to release
the classified ads also through the
advertising agencies. Currently, both classified and display
advertisements of the federal government
are released through the appointedadvertising agencies.
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Continued---
Advertising Agencies on the direction ofclient departments prepare the designs of
the advertisements. Approved designs are submitted with PID for
final release.
PID issues a number against eachadvertisement for publication.
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SELECTION OFADVERTISING AGENCIES
For those government departments,which have only classified
advertisements and their annualadvertisement budget is less than onemillion, the advertising agencies are
appointed by the PID at its own.
While with the other departments,advertising agencies are appointed
through an open competition.
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CENTRAL MEDIA LIST
Central Media List is a list prepared andmaintained by the PID based on certainpre-defined criteria.
The federal government advertisementsare released only to the newspaperswhich are borne on CML.
Currently, it contains about 1767publications which are entitled for federalgovernment advertisements.
The government and governmentcommercial rates for publications aredetermined after inclusion in CML.
PID intimates all provinces and AJKabout the status of a publication.
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The publications included in centralmedia list are divided in two categories:-
Metropolitan Regional
The rates are categorized as:-
Pure Government
Government Commercial.
The rates are fixed on the basis ofABC Certified circulations.
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TOTAL NUMBER OFPUBLICATIONS ON CML
Region Dailies Weeklies Bi-Weeklies Fortnight-lies Monthlies Bi-Monthlies Quarterlies Total
Islamabad 93 47 - 12 59 1 6 218
Punjab 383 156 - 24 102 - 6 671
Sindh 249 59 1 9 86 2 - 406
KPK
113 23 - - 6 - - 142
Balochistan 133 44 - 11 91 - 1 280
AJK 18 2 - - 1 - - 21
GB 12 17 - - - - - 29
Total 1001 348 1 56 345 3 13 1767
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BILLING PROCESS
After publication, the concerned advertisingagency submits the bill to PID for
verification. The verified bill is presented to the
sponsoring department or organization forissuance of sanction.
The bill is then submitted to AGPR forpayment through PID.
On receipt of cheque from AGPR, thepayment is made to the newspapers by theadvertising agency.
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BILLING PROCESS-----
In case of non-AGPR organizations theverified bill is paid directly by the concerned
organization to the advertising agency. Thedelay in making payments to thenewspapers is because of the concernedadvertising agency.
PID in case of failure of payment to theconcerned advertising agencies by agovernment department stops the futurereleases.
Advertising agencies charge 15% from thepublications as processing fees against thetotal claim for an advertisement.
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CHALLANGES
Number of newspapers have risen manifoldover the last few years.
Financial constraints have affected the
advertisement budget of the governmentdepartments.
Ministries/departments have been devolved
to the provinces. Outstanding payment of devolved ministries.
APNS demands for lions share for its
publications. Regional press is also demanding and opts
for sensationalization.
Cross media ownership. 17
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Q & As ARE INVITED:-
Questions and Answers are invited.