Workshops held on implementing product placement rules and new advertising techniques

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Skopje, 08.05.2015 – Within the frameworks of the IPA 2009 Project for “Enhancing the Administrative Capacities of Telecom and Media Authorities for Efficient Regulation of New Digital and Multiple Play Services”, the Agency for Audio and Audiovisual Media Services held two workshops on the following topics:
Implementation of Product Placement Rules and Implementation of New Advertising Techniques. The workshops were designed for the representatives of the broadcasters’ and the on-demand service provider’s marketing departments.

In the first workshop, Mr. Marc Janssen, senior expert of the IPA Project, spoke about the general rules of commercial communication, the key product placement principles – editorial responsibility and preserving the programme’s integrity, as well as banning direct incitement to purchase or lease products or services, and undue prominence or reference to the products and sponsorship.

The terms of product placement, prop placement and sponsorship were explained by Mr. Viktor Shikov, senior associate for programme and administrative supervision in the Programme Affairs Sector of the Agency for Audio and Audiovisual Media Services. He indicated the programmes in which product and prop placement were permitted, defined the restrictions concerning product and service placement and sponsorship, the editor and show host’s responsibility to protect the program content and form, the manner of signaling product placement and identifying the sponsors.

In the second workshop, which was dedicated to the implementation of the rules concerning new advertising techniques, the topics discussed were the basic principles, the general rules and restrictions concerning split screen advertisements, interactive advertising and virtual advertising.

The presentations can be downloaded at the following links:

Product placement – concept – Basic rules for implementation and signaling product placement in the shows and for indicating sponsorship – Manner of implementing product placement and product placement vs. sponsorship

Mark Janssen, IPA TAIB 2009

Viktor Shikov, M.A., Agency for Audio and Audiovisual Media Services

New Advertising Techniques – forms and rules – Split-screen advertising rules

Mark Janssen, IPA TAIB 2009

Viktor Shikov, M.A., Agency for Audio and Audiovisual Media Services



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