Presentation on Advt., Policy

7/31/2019 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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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.

Presentation on Advt., Policy

Documents

Transcript of Presentation on Advt., Policy