Cultural industries are more often described than defined. They may be considered to be economic activities/systems/enterprises related to or founded in the cultural
expressions of a society, i.e. music, theatre, dance, recreation and leisure, entertainment, film and television, food, fashion, advertising, media and
communications, among others not named here or still to be created. Source: (2003) The National Cultural Policy of Jamaica.
The Advertisement Industry has an estimated value of $12 billion.
According to the President of the Advertising Agencies Association of Jamaica Mr. Arnold 'JJ' Foote; Jamaica's advertising industry is more superior to those in more developed countries. This he said is because Advertisement in Jamaica is seen as more that just TV ads and is looked at as a total communication package that can change the face of a company or the government.
Jamaica’s advertisement industry is divided between advertising agencies and the freelancers. The stark realities of the economic climate have caused many faithful of the formal and structured advertising system to be tempted to use the services of freelancers or perform advertising agency services in-house.
The communication package entails: consumer research, management of client marketing activity/communication plans, identifying consumer tastes and responses, the creation of advertisements, production of advertising materials, promotion, PR campaigns as well as media planning, buying and evaluation.
Mr. Foote advises against companies using the services of freelancers. He said the disadvantage of using freelance communications is that most freelancers are without the business acumen required to communicate a relevant message that keeps an organization in the eyes of the audience.
Courts Jamaica is an example of a company that has internalized its advertising services. The decline in their communication package is noticeable; although it could be argued that this decline is as a result of the economic climate.
There is scope for growth in the industry because of the constant spout of talented artists, writers and managers leaving institutions like EdnaManleyCollege, the University of the West Indies, the University of Technology and Excelsior Community College into the job pool. However the image of the advertising agency is not appealing as graduates who have little to no experience in the industry and are asked by Advertising agencies to work for free or on a meagre stipend for periods up to a year. This is usually a turn off for most grads that have to work to pay back student loans and other financial debts. This will lead many to become freelancers or to migrate to where they will receive far greater financial benefits.
The communication package entails: consumer research, management of client marketing activity/communication plans, identifying consumer tastes and responses, the creation of advertisements, production of advertising materials, promotion, PR campaigns as well as media planning, buying and evaluation.
