Monday, 08 January 2007 22:25
The History of Turkish Advertising Sector with the memories of doyenne advertiser Izidor Barouh
İlancılık, the first advertising agency in Turkey, narrates its adventure from 1909 within the book “Birth of Advertising in Turkey”. This book is a reference book including precious and unique memories of doyanne advertiser İzidor Barouh.
The firsts such as starting point of advertising in Turkey, foundation of first advertising agency, how two world wars influenced advertising sector and advertisers, birth of column-centimeter concept, boradcasting of first radio, cinema and TV commercials, usage of mobile sandwich advertising signboards (billboards) and posters, preparation of first sales and marketing campaigns, development of all sectors - from detergent to automotive, in Turkey, effect of politics on advertising are expressed through many examples.
While the way of making praphical designs with drawing ink is explained, also, some old advertisings are included within the book.
Shortly, the history of the advertising sector in 20th century is refreshed and eternalized by means of the memories of a master.
The firsts such as starting point of advertising in Turkey, foundation of first advertising agency, how two world wars influenced advertising sector and advertisers, birth of column-centimeter concept, boradcasting of first radio, cinema and TV commercials, usage of mobile sandwich advertising signboards (billboards) and posters, preparation of first sales and marketing campaigns, development of all sectors - from detergent to automotive, in Turkey, effect of politics on advertising are expressed through many examples.
While the way of making praphical designs with drawing ink is explained, also, some old advertisings are included within the book.
Shortly, the history of the advertising sector in 20th century is refreshed and eternalized by means of the memories of a master.
In addition, a letter of recommendation, which was written by İzidor Barouh to his son Yakup Barouh in 1974, is included in the book. Not only the letter is a letter of recommendation from a father to one and only son, it also includes the details of being a succesful advertiser and businessman. İzidor Barouh advices his son to read this letter once in each three-months.
I also would like to advise everyone, whether from advertising sector or not, to this letter as if it is written to himself and greet respectfully all those who have provided contribution, İzidor Barouh notably, to this book and wish them a succesful life.
The letter from İzidor Barouh to his son Yakup Barouh`
Dear Yakup,
I have dropped those lines for you, of course you know everything I am writing, however please read those words once in every three months in order keep in your mind.
The desks shall always be neat and tidy. An untidy office desk causes the loss of private and important documents. Every evening, before leaving the office, tidy your desk, and come to the office before your staff every morning.
Never tell your clients that you could not prepare an advertisement or a campaign within promised time period. A good advertising agent shall keep promise even if it costs over work and extra cost… Our clients shall not abondon us as long as they need us. As an advertising agent, it is so ordinary to be called by our customers anytime during the day and night, likewise doctors. The hard-working ones shall become succesful. More hard-working staff, less number of staff employment…Working hard is better than doing nothing. Less expenses, more bonuses at the end of the year.
Although intelligence is an absolute must to run an successful advertising agency, it shall never be enough alone. Knowledge shall be included within the business. All faces should be wreathed in smiles since sullen faces are not pleasant. I admire the ones who enjoy working. The ones who do not like their work, shall look for another job. We should try to be pleased during our lifetime. Try to employ qualified employees. The ones who have lack of self-confidence always prefer second-quality employees. Those employers are pitiable.
To take correct and conclusive decisions is a must. We should listen more than talk. We should especially gain the truth of our customers, especially on executives-level. Employees with prime qualifications is a must for a powerful agency. Customers always want to communicate with executives or owner of agencies. They do not want to be treated by assistants instead of doctors. An advertising agency is not able to create anything unless it is managed by a talented and experienced person. Large-sized corporations will be able to develop by means of the capacity of owners and executives. The first criterion for employee- selection should be YOUTH. Customers do not care about the size and number of staff for agencies. They expect creativeness. While visiting customers for presentation, it will be useful to bring several campaigns. We should only show example of our comemercials and advetisements for other customers if they are already published and broadcasted.... Responsibility on advertisement budget is a crucial matter and mission. We are used to spending our customer’s money and we have a crucial role for their future. Finding new customers is like a sport: Failure or success. We should do everything with joy and comfort. However failures can harm our stomach.
When gaining a new customer, we have to be sure that we can create better products/services for him than his ex-agency and be sure about our success. An agency should not accept the irrational demands and wishes of customers. It is ordinary to get back the work once more after refusing initially. Never state a reason of another customer’s invitation while refusing an important invitation of a customer, likewise to make a women believe that she is the one and only after getting married with several women. If a customer wants information about another customer, it is better to change the topic.
Your customers can leave you one day. Since they dont like you, or you dont deliver your works on time or because of your mistake. Never get sorrowful for such situations. Many advertising companies have lost several customers, but kept on surviving. A good advertiser should be an expert in technnics and market researches. No matter how much you work, no matter how much you are experienced and have full knowledge, you must reach your age of 33 in order to make your customers believe that your company is in the leading and top position. Be patient. It is crucial to make creative presentations to be a good advertiser. I am very hopeful about that. Most of your customers should be large-sized companies. You can only reach this aim by working hard an reading a lot. Never consider your customers as stupid or enemy, always establish friendship with them and always show that you are team member of them. Never disclose the matters of your customers, keep your personal and private documents under the lock, otherwise yoıu would lose your job. You will be respected when you are brave enoght to admit your mistakes in front of your staff and customers. Business ethic, transparency and intelligence are very important factors for advertising business.
Try to prepare clear notes and reports. Always remember that the persons who will reay your notes and reports have already read many of them before and sent to waste basket. Longer papers, less chance to be read. Make investment on your business with a certain part of your income and profit, the advertising job has been degenerating more and more day by day. It is better to make investment on a business you believe. You can do advertising job to a certain age, it is difficult to be successful after a certain age.
Have some time for rest and for short trips. Never think about business when you have rest. Finish one book per two days and 15 books within one month. Your knowledge will be expanded by reading. Do not show your emotions to your customers, even if you are irritated by them, a good merchant must have a poker face. Do not hurt anyone, always refuse a business in a gentle manner and apologise if you have to refuse.
Everybody has a hobby. Your hobby should be advertising. Focus on the matters which are not well-known by other agencies and write articles or essays about this subjects occasionally and have them published in a newspaper. The subjects should be interesting and attractive such as price psychology in retail business, methods of advertisement budget determination… You will be distinguished in your business field when you have reputation within such interesting subjects.
I have dropped those lines for you, of course you know everything I am writing, however please read those words once in every three months in order keep in your mind.
The desks shall always be neat and tidy. An untidy office desk causes the loss of private and important documents. Every evening, before leaving the office, tidy your desk, and come to the office before your staff every morning.
Never tell your clients that you could not prepare an advertisement or a campaign within promised time period. A good advertising agent shall keep promise even if it costs over work and extra cost… Our clients shall not abondon us as long as they need us. As an advertising agent, it is so ordinary to be called by our customers anytime during the day and night, likewise doctors. The hard-working ones shall become succesful. More hard-working staff, less number of staff employment…Working hard is better than doing nothing. Less expenses, more bonuses at the end of the year.
Although intelligence is an absolute must to run an successful advertising agency, it shall never be enough alone. Knowledge shall be included within the business. All faces should be wreathed in smiles since sullen faces are not pleasant. I admire the ones who enjoy working. The ones who do not like their work, shall look for another job. We should try to be pleased during our lifetime. Try to employ qualified employees. The ones who have lack of self-confidence always prefer second-quality employees. Those employers are pitiable.
To take correct and conclusive decisions is a must. We should listen more than talk. We should especially gain the truth of our customers, especially on executives-level. Employees with prime qualifications is a must for a powerful agency. Customers always want to communicate with executives or owner of agencies. They do not want to be treated by assistants instead of doctors. An advertising agency is not able to create anything unless it is managed by a talented and experienced person. Large-sized corporations will be able to develop by means of the capacity of owners and executives. The first criterion for employee- selection should be YOUTH. Customers do not care about the size and number of staff for agencies. They expect creativeness. While visiting customers for presentation, it will be useful to bring several campaigns. We should only show example of our comemercials and advetisements for other customers if they are already published and broadcasted.... Responsibility on advertisement budget is a crucial matter and mission. We are used to spending our customer’s money and we have a crucial role for their future. Finding new customers is like a sport: Failure or success. We should do everything with joy and comfort. However failures can harm our stomach.
When gaining a new customer, we have to be sure that we can create better products/services for him than his ex-agency and be sure about our success. An agency should not accept the irrational demands and wishes of customers. It is ordinary to get back the work once more after refusing initially. Never state a reason of another customer’s invitation while refusing an important invitation of a customer, likewise to make a women believe that she is the one and only after getting married with several women. If a customer wants information about another customer, it is better to change the topic.
Your customers can leave you one day. Since they dont like you, or you dont deliver your works on time or because of your mistake. Never get sorrowful for such situations. Many advertising companies have lost several customers, but kept on surviving. A good advertiser should be an expert in technnics and market researches. No matter how much you work, no matter how much you are experienced and have full knowledge, you must reach your age of 33 in order to make your customers believe that your company is in the leading and top position. Be patient. It is crucial to make creative presentations to be a good advertiser. I am very hopeful about that. Most of your customers should be large-sized companies. You can only reach this aim by working hard an reading a lot. Never consider your customers as stupid or enemy, always establish friendship with them and always show that you are team member of them. Never disclose the matters of your customers, keep your personal and private documents under the lock, otherwise yoıu would lose your job. You will be respected when you are brave enoght to admit your mistakes in front of your staff and customers. Business ethic, transparency and intelligence are very important factors for advertising business.
Try to prepare clear notes and reports. Always remember that the persons who will reay your notes and reports have already read many of them before and sent to waste basket. Longer papers, less chance to be read. Make investment on your business with a certain part of your income and profit, the advertising job has been degenerating more and more day by day. It is better to make investment on a business you believe. You can do advertising job to a certain age, it is difficult to be successful after a certain age.
Have some time for rest and for short trips. Never think about business when you have rest. Finish one book per two days and 15 books within one month. Your knowledge will be expanded by reading. Do not show your emotions to your customers, even if you are irritated by them, a good merchant must have a poker face. Do not hurt anyone, always refuse a business in a gentle manner and apologise if you have to refuse.
Everybody has a hobby. Your hobby should be advertising. Focus on the matters which are not well-known by other agencies and write articles or essays about this subjects occasionally and have them published in a newspaper. The subjects should be interesting and attractive such as price psychology in retail business, methods of advertisement budget determination… You will be distinguished in your business field when you have reputation within such interesting subjects.
To sum up, stand still for your business. I have been brought up under difficult circumstances and then I have reached my current position. Believe me my son, richness is better than poverty.
