The World Cup qualification games boost Costa Rican's consumption in various sectors such as drinks, food, clothing and technology.
However you have to know how and when to take advantage of the soccer euphoria. Gustavo Halsband, president of advertising agency HWP , believes that "... a brand or company should be aware of the circumstances that determine a change or alteration from the normal.
With Costa Rica opening its insurance market, opportunities arise for related services.
Even though its effects are just being felt, the end of the insurance monopoly in Costa Rica is seen as a catalyst for the generation of related businesses.
Companies entering the insurance market will need from physical infrastructure to specialized software, as well as administrative and technical personnel, and professional services like appraisers, engineers, lawyers, doctors, etc.
The first impulse when facing the crisis is to cut those costs not directly related to production and sales; advertising is one of them.
Advertising agencies are strengthening their strategies to stay close to their customers and to convince them how important it is to continue communicating with the market. They insist that reducing the advertising budget will alienate customers with the consequent reduction in sales, thus entering into a vicious cycle with even worse results.
American company, Critical Mass, joined up with Costa Rican firm, Grupo Garnier, to open a subsidiary in the country called The Hangar Interactive.
The Hangar Interactive will create website for marketing and will hire 30 persons immediately. However this figure should reach 250 within the next three years, said Gabriela Llobet, director of Cinde.
Authorities are pushing through a reform that will require that evidence of support or testimonies for products be genuine, verifiable and based on previous experience or knowledge.
Additionally, the proposal regulation conditions ads factors such as the requirement that the persons supporting or testifying about the product believe the same.
Regulations such as this one are expected to become law in next December when the Executive Power will return the legal initiative to Congress, Cinthya Zapata, executive director of CNC, affirmed.
Tribu Saatchi & Saatchi and Publimark Lowe received two awards each, in the contest which included the Internet Publicity category.
The 27th edition of the Proclaimers Award distinguished the Herradura Plaza Hotel as the authors of the best advertisement made in the press and on the Internet during the last year.
These awards, given annually by the Nacion Group, went to four advertising agencies in six of the seven categories established for 2008.
In a drive to optimize their investment in advertising, companies are increasingly aiming at specific niches rather than the mass market.
Advertising agencies say they are launching several initiatives in an effort to revive spending on publicity. Specialist firms are being hired to identify the type of advertising that meets specific needs.
Clients want their advertising budget to be spent more efficiently and selectively to make sure it reaches their target market, according to the Leo Burnett agency.