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The advertising, marketing and PR industries in New Zealand are large and developed. The advertising industry alone produced a turnover of approximately NZ$2.1 (US$1.7) billion in 2010.
Although marketing and PR are usually internal operations, external consultants and agencies are available for projects. The Marketing Association is New Zealand’s most prominent industrial body dedicated to marketing. The industry body for advertising is the Advertising Standards Authority which provides codes of practice and operates a complaints board.
The Public Relations sector is overseen by the Public Relations Institute of New Zealand (PRINZ) which, in 2010, conducted a survey of the PR industry. It reported that the majority of workers (68%) are in-house PR professionals whilst the remainder work for consultancies. Of these, most had gained their qualification through the Auckland University of Technology (AUT), followed by PRINZ itself; 64.2% of professionals surveyed in 2010 were members of PRINZ. The work principally lies in media relations and corporate communications and many predict a shifting importance towards online PR but warn that it must not be at the expense of other, traditional media.
The Outdoor Media Association of New Zealand is responsible for promoting the interests of the outdoor advertising industry. Leading companies in the field include The Outdoor Advertising Bureau and iSite Media.
Domestic firms exist in the New Zealand market alongside three global advertising brands. There are 23 subsidiaries of WPP in the country, two BBDO offices as well as nine subsidiaries of that firm and Saatchi and Saatchi has been present in the country since 1985.
The World Economic Forum Global Competitiveness Report (2012-2013) places New Zealand 25th out of 144 countries in terms of extent of marketing with a score of 5.2 out of 7, comfortably above the world average of 4.1. In this scale 1 indicates that marketers make little use of sophisticated advertising tools and techniques and 7 that extensive use is made of them. The report also covers buyer sophistication where a low score indicates that buyers make choices based solely on the lowest price and a high score, that buyers base their decisions on a sophisticated analysis of performance attributes. In this section New Zealand ranks 24th out of 144 and scores 4.3, above the world average of 3.5.
As the media in New Zealand is free, digital and print media is widely available.
Television advertising has long been popular in New Zealand receiving around 28% of advertising turnover in 2007. Advertisements now run for around 14 minutes in every hour of television with the exception of some public holidays and Sunday mornings when no advertisements are shown on Kiwi Television.
Internet trading sites have threatened the print press’ previously unrivalled place at the top of classified advertisements. However, corporate entities still use the printed press as a key forum in their marketing and advertising campaigns.
Another technological development which looks set to change the face of the marketing and advertising sector is the rise of social media. In 2012, 53.81% of resident New Zealanders held Facebook accounts, a figure which grew by over 100,000 over the last six months of 2012.