Advertising has graduated from allowing an informed choice to creating demand and of course, strengthening brand muscles. Scientific dissection of psychographics has led to intrusive promotion that borders on the irritating. Personal approaches have caused harried customers putting up 'no junk mail' signage and the day isn't too far off when telcos will have to go back to the 'pre permission' based information providing that they are supposed to adhere to. In many cases there is an opt out clause; in most the bulk text message concept lies in the confused no man's land between commerce and personal interaction.
Traditional media advertising is usually based on popular viewing and listening trends, the first deviation bring in bulk air-time buying. The process of balancing on and off prime time insertions helps TV Channels run their business. Print media continue the fight for a piece of the pie, often at discounts that all but defy logic. But as more and more companies seek space in overseas channels to advertise, it is becoming apparent that businesses are finding better value for money. Local channels and indeed print media have been guilty of a continued decline in content.
Sensationalism is better served online and more meaty discourse wanes day by day.
The revenue hungry authorities were initially motivated by the print and broadcast media pointing fingers at an outflow of foreign currency to pay for ads in foreign media. The print media now ask questions of online media, especially those who aren't tax paying entities in Bangladesh. It is strange that the local online shopping and media concerns aren't being attended to. Online sakes are going through the roof with the bulk targeted at the festival periods. Rarely can one read an online article without the rude intervention of an advert, at times an ad within a promotional message.It's a no brainer. Obviously such advertising should be taxed and for all the support to start-ups and online business, indirect taxation must be realised. Having said that, it again brings to the fore the fact that taxes are being ignored simply due to the complexity of collection.
For all the overtures of the Finance Minister it is highly unlikely that his view of taxing students and young people for private tuition and part-time earnings will be implemented. That is a no' no', 'I'm in an election year'. Reality suggests a massive injection of cash will be made in the days leading to the polls and if the taxman isn't prepared he never will be. Next up will be the expiry of, the two-year moratorium on the new value added tax(VAT) law. That will bring with it implications pre-supposed or otherwise. Add to that the inevitable crunch of rising international fuel prices that have reportedly eaten in to the profits that Bangladesh Petroleum Corporation has made after recouping kisses on account of subsidies. The government has stood its ground on not passing the benefits of lower oil costs to the consumer. Whether the same restraint will be at work in the immediate future will be telling.
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