MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
International Federation of Students and later director of the foreign
department of the Pražské vzorkové veletrhy (the Prague Fairs). In the
preface to a reviewing publication 3 YEARS OF THE REKLUB - HOW THE
REKLUB WAS BORN AND GROWING (1928-1930) he says:
„In advertising we are still the Orient and only long years of work, study
and attempts will take us to the commercial, business organization
where we are today, e.g., in machinery. The problems of industry are shifted
from the manufacturing and production to the distribution. We don´t know
whether we rationally manufacture in our country. But we know that we
distribute the goods in a very non-economical manner. It is certain that
our commerce, business will look different in 10 years. Also the advertising
will be different than it is today. The role of the advertising club will be to
ensure the development goes in the direction towards a good advertising.
It means to an honest advertising and to an advertising that meets the
aesthetic requirements.“ 3
As early as in 1927 another founder of the Reklub, Dr. Jan Brabec, longtime
editor of the magazine TYP, published a irst publication about
modern advertising titled the Principles of proitable commercial
advertising (on the basis of American studies and experience). The
book systematically emphasizes the American accent on effectiveness,
performance, measurement of effects, comparison of proit and
expenses. In short the author of the publication wants to pass on enough
information to guarantee the advertising professional was not in the
tow of providers of various advertising services (concept creating, text
and copy writing, polygraph services, owners of publishing houses of
newspapers and periodicals, ilm industry, radio broadcast, etc.) but to
be adequately qualiied for a professional discussion with them and with
enough arguments to enforce their strategies. I´d like only to mention
his strong accent on the principle to see that the vendor before starting
any advertising had all his steps thoroughly thought out and planned,
knew what he wanted to do and how it is going to be done and how the
inal impact and effect of the vendor´s activity will be measured and
assessed. He underlines the importance of such preparation and says the
plan can´t be put through without the awareness of the facts. And the
facts need to be obtained through examination of the market (market
research). He characterizes the research process by the following 5 steps
taken one by one:
3 3 years of the Reklub - how the Reklub was born and growing (1928-1930).
Praha, 1930, Reklub, p. 5-6
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