Column 15:00 06 Oct 2021

Why do businesses need to work with media? A few words about advertising budget

Commercial Director's Blog: Issue # 2

The commercial director's first working month is an introvert's hell. One needs to write everyone, introduce oneself, get acquainted with everyone. It is a time of constant mailings, letters, calls, and meetings. Not that I hoped that in the future there would be fewer of them (let's say "NO" to children's naivety). Communication is king! But after all that was said: "Hello, my name is Anastasia, I'm the commercial director of the Rubryka media. And this even though I love my job.

And the first month is about discovery. And, probably, one of the most important for me was that many Ukrainian entrepreneurs don't want to and don't know how to make money working with the media.

"We don't have an advertising budget and commercial placement," at night, insidiously, with an ax, this phrase shatters all hopes for a happy ending of your cooperation.


Business: because in the pursuit of quantitative indicators it significantly loses in quality and doesn't understand why advertising "doesn't work."

PR specialists: because they're forced to "beg" for publications in search of free placement instead of creating cool cases and articles.

Media: because they're forced to break their foreheads every time, explaining that money is needed to create high-quality native advertising, which requires the involvement of a whole team of specialists.

This publication is available in Ukrainian and Russian. The English translation hasn’t been produced yet. Support us to make the translation faster - follow the link for instructions


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