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Trinidad and Tobago has a well-developed advertising, marketing and PR industry which is large enough to support the three sectors separately. Wor
The leading professional body in the PR industry is the Public Relations Association of Trinidad and Tobago (PRATT). Founded in 1972, it represents those working in PR and communications in the country and is a member of the International Public Relations Association (IPRA).
It is possible to qualify to the Chartered Institute of Marketing (CIM) through the Professional Institute of marketing and Business Studies based in Curepe, Trinidad.
There are many advertising companies operating in the country which offer a wide range of sophisticated advertising services. Worldwide advertising company WPP has five subsidiary companies operating in three locations in the country. The Advertising Agencies Association of Trinidad and Tobago is a major industry body whose founding members include Corbin Communications ltd and 15 other agencies. Advertising is regulated by the Tobago Bureau of Standards under voluntary agreements.
The marketing industry in Trinidad and Tobago is developed and supports numerous companies and in-house professionals. Some companies such as the Trinidad and Tobago Petroleum Marketing Company specialise in marketing for a particular industry. In addition, there are firms specialising in digital marketing which is becoming an increasingly important area for development with technological advances.
The World Economic Forum Global Competitiveness Report (2012-2013) shows that Trinidad and Tobago ranks moderately in terms of supply and demand indicators. In extent of marketing where 1 means that marketers make little use of sophisticated tools and techniques and 7 indicates that extensive use of sophisticated methods is made, Trinidad and Tobago scores 4.0, just below the world average of 4.1 and in 74th place out of 144 countries. The buyer sophistication category gives countries a score of 1 to 7 where 1 indicates that buyers make decisions solely on price and 7, that choices are made based on sophisticated analysis of performance attributes. In this area Trinidad and Tobago scored 3.5, the same as the world mean and 63rd out of 144 countries worldwide. This is broadly in line with others in the region; Jamaica ranks 68th in extent of marketing and 85th in buyer sophistication.
The traditional advertising techniques and media such as newspapers and broadcast media remain popular for businesses in Trinidad and Tobago. In addition online advertising on newspaper sites and internet classified advertisements sites are being used increasingly.
Outdoor advertising, billboards and print press provide an important method of advertising in the country. Technological advances have made it possible to advertise via digital posters and billboards, particularly present at sporting events in the country.
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