{"id":61330,"date":"2014-08-04T13:28:23","date_gmt":"2014-08-04T10:28:23","guid":{"rendered":"https:\/\/ch10.co.il\/?p=61330"},"modified":"2014-08-04T18:47:37","modified_gmt":"2014-08-04T15:47:37","slug":"%d7%9b%d7%99%d7%a6%d7%93-%d7%94%d7%a9%d7%a4%d7%99%d7%a2-%d7%9e%d7%91%d7%a6%d7%a2-%d7%a6%d7%95%d7%a7-%d7%90%d7%99%d7%aa%d7%9f-%d7%a2%d7%9c-%d7%a9%d7%95%d7%a7-%d7%94%d7%a4%d7%a8%d7%a1%d7%95%d7%9d","status":"publish","type":"post","link":"https:\/\/ch10.co.il\/en\/news\/61330\/","title":{"rendered":"How did Operation Protective Edge affect the Haredi advertising market?"},"content":{"rendered":"<span style=\"line-height: 1.5em\">Much economic damage was caused by Operation Protective Edge. In addition to the damage to businesses in the south of the country and around Gaza, sharp declines were also recorded in the shopping industry in the center of the country.<\/span>\r\n\r\nAnd if there is no shopping, then there is no advertising. A real drama is currently unfolding in the general advertising industry. Due to the fighting in the south, dozens of employees were forced to go on unpaid leave; many campaigns were frozen and postponed for an unknown period of time, and office activity was reduced to the point of complete paralysis. Even the offices that are still broadcasting business as usual, despite the security situation, are mainly busy with voluntary campaigns for global awareness or for the residents of the south. The most prominent of these is the &#039;We Are All South&#039; project, initiated by the Tel Aviv-based Makan and Bank Leumi, which aims to leverage the sales of businesses in the south through online purchasing. Although the logic of suspending campaigns during a war is not absolute, because it apparently depends on the category of consumption, it nevertheless appears that the clients of advertising agencies prefer to &#039;talk&#039; to the consumer when he is at his best, and not when he is preoccupied during the fighting.\r\n\r\n<strong>The effects of the fighting on ultra-Orthodox advertising<\/strong>\r\n\r\nEven without the fighting in Gaza, the Haredi advertising market has been fighting all year for every piece of the general budget pie. Ask any advertising professional about sectoral discrimination, and you will immediately receive an in-depth speech about the inequality in the distribution of advertising budgets to the Haredi sector. So is the Haredi advertising market also suffering from a shake-up following Operation Protective Edge, and is the reduction in activity in the large agencies also affecting the activity of Haredi advertising agencies?\r\n\r\n<strong>Eitan Dobkin<\/strong> management <strong>The Haredi branch of &#039;Habzafar&#039;'<\/strong> And one of the senior marketing people in the Haredi sector, he tells Haredim10, about the direct consequences of the fighting, in the Haredi advertising industry: &quot;The Haredi advertising market is part of the Israeli market, the mood of the public in Israel, general or Haredi, is not at its peak during a time of war and security tensions, and this is also felt among the Haredi advertising world. No one is in too good a mood when alarms are sounding all over the country. &quot;It is also important to understand that the broad mobilization of the reserves in Israel did not pass over the Haredi advertising agencies and the marketing managers of the marketing companies, and this directly affects the activity. &quot;You don&#039;t have to go far to understand that advertising moves that were waiting for the summer months, when the Haredi consumer is on vacation &#039;between times&#039;, have been postponed for several days, weeks, or will wait in the drawer for better days. &quot;An example of this is the large and impressive campaign by the &#039;Afikim&#039; advertising agency for an experiential activity of &#039;Asem&#039; in the city of Elad. In light of the security situation, we can already see Osem advertisements these days announcing that the park planned to exist in the intervening years will not take place.\r\n\r\n<a href=\"https:\/\/ch10.co.il\/wp-content\/uploads\/2014\/08\/IMG-20140804-WA0046.jpg\"><img decoding=\"async\" class=\"size-full wp-image-61641\" alt=\"\u05e9\u05d9\u05d5\u05d5\u05e7 \u05d5\u05e4\u05e8\u05e1\u05d5\u05dd\" src=\"https:\/\/ch10.co.il\/wp-content\/uploads\/2014\/08\/IMG-20140804-WA0046.jpg\" \/><\/a>\r\n\r\n\"&quot;This is a unique and unusual activity among the Haredi advertising market. Another example is the Bnei Brak Municipality&#039;s employment and education fair, which was supposed to be held about a week ago, and due to the security situation was postponed to the end of the month of Av.&quot;.\r\n\r\n<strong>Is it appropriate to generally freeze campaigns during combat or is it better to divide them according to consumption categories?<\/strong>\r\n\r\n<strong><\/strong>\"&quot;It is not possible to give a blanket answer to this question. The issue must be examined objectively, each case on its own merits, the target audience, and whether it is directly related to the issues affected at this time. &quot;The consumer is not in too much of a mood to go shopping or order one service or another when the cannons are roaring and the alarms are sounding. &quot;It is also important to remember that in recent days the great leaders of Israel have issued an announcement to cancel or shorten the holiday between seasons. This is a significant period of consumption in many consumer industries, and this change will certainly affect the time the public has to carry out the shopping they planned for the new time.&quot;.\r\n\r\n<strong>To what extent is it appropriate to include in campaigns during combat, content with a connection to combat, such as the Halperin Optics campaign - &#039;War Prices&#039; or advertising about &#039;Discount for Southern Residents&#039;, etc.?<\/strong>\r\n\r\n\"&quot;The general public in Israel has a very high affinity for the issue of security, but the line between genuine identification and cynical exploitation is very thin. Many who truly wanted to strengthen the people living in Zion have already been heavily criticized for cynical exploitation. &quot;If a company wants to strengthen the fighters or the home front, it will find the direct way to do so, and in today&#039;s era of communication, if it is real, it will get the credit points. &quot;But if it tries to accumulate a few more credit points through the newspaper, then the company will receive criticism for exploiting the situation. &quot;As for the residents of the south, if there is truly a benefit for the residents, and not just doing what is necessary for the sake of advertising, there is no doubt that the move will be positive. But it also needs to appear real and not exploit the situation,&quot; Dobkin concludes.\r\n\r\n<strong>Analysis of advertising volume in the Haredi press during the operation<\/strong>\r\n\r\n<strong>Hani Weiser,\u00a0<\/strong>Founder<strong> '&#039;Item - Media Information&#039;,<\/strong> Organizes the data and presents an analysis of the volume of advertising in the Haredi sector in light of Operation Protective Edge - July 2014: &quot;The operation began on July 8, 2014, in the second week of advertising in the month. The volume of advertising in the national Haredi press (in the ten newspapers included in the sample) ranged from 250 to about 320 pages and recorded negative fluctuations since the operation began, mainly from the third week of July. &quot;The linear trend line undoubtedly shows a decrease in the amount of advertising, since the beginning of the operation in general and since the beginning of the ground operation in particular. &quot;This is a gradual decrease, and it is difficult to say whether it depends directly on the security situation, but it can be seen that assuming the situation continues in the same format, the decrease in advertising volume will also continue.\r\n\r\n<a href=\"https:\/\/ch10.co.il\/wp-content\/uploads\/2014\/08\/\u05d0\u05d9\u05d9\u05d8\u05dd-\u05d5\u05d9\u05d9\u05d6\u05e8.jpg\"><img decoding=\"async\" class=\"size-full wp-image-61336\" alt=\"\u05e0\u05d9\u05ea\u05d5\u05d7 \u05e4\u05e8\u05e1\u05d5\u05dd \u05e6\u05d5\u05e7 \u05d0\u05d9\u05ea\u05df\" src=\"https:\/\/ch10.co.il\/wp-content\/uploads\/2014\/08\/\u05d0\u05d9\u05d9\u05d8\u05dd-\u05d5\u05d9\u05d9\u05d6\u05e8.jpg\" \/><\/a>\r\n\r\n\"&quot;The &#039;Item - Media Information&#039; project only began its activities about a month ago; data that will be accumulated over the coming months will be able to shed light and express more clearly the state of the advertising market during the days of the campaign, compared to the days following it,&quot; says Weiser.\r\n\r\n&nbsp;","protected":false},"excerpt":{"rendered":"Yaakov Grodka tries to decipher how Operation Protective Edge affected the Haredi advertising market \u2022 Eitan Dobkin: &quot;The consumer is paralyzed when the guns roar and the alarms sound&quot; \u2022 Hani Weiser from &#039;Item - Media Information&#039;: &quot;There is a decrease in the amount of advertising&quot;'","protected":false},"author":53,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[6634,6635,32326,5968],"class_list":["post-61330","post","type-post","status-publish","format-standard","hentry","category-4","tag-6634","tag-6635","tag-32326","tag-5968"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u05db\u05d9\u05e6\u05d3 \u05d4\u05e9\u05e4\u05d9\u05e2 \u05de\u05d1\u05e6\u05e2 &#039;\u05e6\u05d5\u05e7 \u05d0\u05d9\u05ea\u05df&#039; \u05e2\u05dc \u05e9\u05d5\u05e7 \u05d4\u05e4\u05e8\u05e1\u05d5\u05dd \u05d4\u05d7\u05e8\u05d3\u05d9? 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