This
report, published in autumn of 2008, is the first comprehensive
survey ever on remuneration trends and practice in Portugal.
The survey was conducted in association with the Associação
Portuguesa de Anunciantes (APAN)
in Lisbon, the representative body of advertisers in Portugal.
The survey findings are based on the
views of 47 advertisers collectively spending approximately €600 million
per annum on advertising, which when expressed as a percentage of total
expenditure in Portugal is significant and representative at approximately
15%.
The coverage of the report is
advertising (creative) agencies, media agencies and public relations
agencies. Advertisers
responded to a detailed 25 page questionnaire on their remuneration
practices at creative and media agencies and a further 10 page
questionnaire relating to their public relations agencies.
The report contains 10 chapters with
over 150 pages including 80 graphs and a further 56 table pages in the
appendix. There is an
executive summary, key findings section and a preface from the Director
General of APAN. There are
chapters on remuneration methods, payment by results, amount paid for
services received, changes made in the previous two years, the
remuneration agreement, advertiser satisfaction and advertiser attitudes.
There are also two chapters dedicated to media agency agreements
and a short chapter on PR agency remuneration and agreements.
There are also comparisons, where
possible and appropriate, with the latest evidence of practice on key
metrics in the UK, Germany and France.
The report will help advertisers and
their agencies to assess their current arrangements, formulate their ideas
for the future and guide the way to successful negotiations.
It will also be invaluable in benchmarking agreements with
reference to remuneration methods employed, amount paid for services
received and how payment by results schemes are designed.
This report is available only in the
Portuguese language.
To
order from the ARC shop
ISBN
978-0-9552447-3-5
Price
£475.00
