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“Advertising
is the very soul of trade”.
What
formerly was a statement only elite of experts accepted is nowadays,
in content even not in text, an axiom anyone shares.
If
Emma Bonino and Silvio Berlusconi “won “ the European
elections, all (or almost) those who lost explain their success with
the drumming advertising of which they have been the promoters and
the protagonists.
If
private and institutional savers crowded to subscribe for the Monte
dei Paschi OPV, properly MF on June 25th entitles: “There's
a marketing campaign behind that has convicend two millions subscribers
to adhere “.
If
the “Banca Lombarda” and the controlled “Banca di
Brescia” could have overcome the impasse of the change of the
Business Names due to the transformation of the two institutes (San
Paolo di Brescia and Credito Agrario Bresciano) into a new reality,
furthermore federal structured, it has been explained with the success
of the 'promotional campaign “.
So
the electors' votes, the investment of savers, the consent to company
operations are, if not 'influenced' at least 'oriented' by the
information given by the means of advertising.
Those
quoted are only some among the earliest ones, the most well-known
and most much-discussed events wherein advertising has had, by unanimity,
an important rôle, even not determining.
As
regards to the past it's enough to remember that Confalonieri and
the Mediaset staff brought to success the placing of the Mediaset
shares and the statement of Confalonieri that by the time was almost
a scandal: “Shares are convenience goods and so their “promotion
“ must follow the rules for that kind of products.”
The
sizeable part of the companies listed at the Stock Exchange does not
seem yet oriented to deem shares as “a product “. A product
having its own market whose rules must undergo.
A
product directed to special customers whose needs it must meet.
A
product in competition with many others of the same kind, and from
which it must different.
A
product having an intrinsic content but to whose value it contributes
surely also its own 'image' and that of the company of whom is an
“emanation”.
When
Galateri di Genola (who is surely a top manager) asserts that in the
IFIL's balance there is not the “Advertising and promotion“
heading because the IFIL is a financing firm and not a convenience
goods enterprise, supplies the best, the clearest and the most documented
explanation to a question he says he has no answer and that is the
scarce attention savers give to the IFIL shares, always - as he says
- disregarded by market.
The
IFIL, indeed, does not communicate, does not want to, and does not
know how to communicate with market. Furthermore it confuses the “market”
with analysts and experts, men of finances and does know the “weight”
the savers' “masses” have.
MPS's
shares have been required and subscribed by two millions people and
not by some hundreds of Unit Trusts and/or institutional investors.
Among
the thesis, the policy and the innovative strategy announced with
brutal sincerity by Confalonieri and those conservative the IFIL is
bound, the gap is huge.
It
is not said that Galateri must “marry” the “modernism”,
but it is desiderable that at least he starts a march of approach.
The
year 2000 is not only a date on the calendar: it's a new world.
Whether
you like it or not it will change!
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Mensile di scienza medica e
attualita`