Interview

Which word describes you?

Enthusiast. A valuable virtue, which depletes quickly.

 

What is your life philosophy?

If noy you – who, if not now – when? And one more: Hate something, change something, make something better.

 

Would you live abroad?

Probably yes but not for long.

 

Approximately 9 years.

 

If you have to advertise yourself and you can only choose one type of medium, which one would you choose?

University auditorium.

 

Advertising is professional communication. It should add rational or emotinal value to a specific product or brand and motivate consumption. I am a fan of the weak theory for the influence of advertising – it mainly informs and keeps a place for the product or brand inside the consumer’s mind, rather than change attitudes.

 

Is Bulgarian education in the field of advertising of a good quality?

Bulgarian education in the field of adversiting is unfocused.

 

Would you work pro bono for a noble cause?

Yes.

 

I would like to believe and try to believe. They are a valuable source of information but sometimes I see unpleasant discrepancies.

 

What inspires you?

The uncharted, thinking people, applauses, the Rhodope Mountains, Middle Age intelectuals, sometimes spontaneous conversations.

 

No.

 

Yes, unfortunately. Even though, it good to make a distinction between a bribe and a nice present.

 

The question is not entirely right – not only thr PR specialists and not all of them talk amout the advertising twilight, besides this is really groundless. Truth is, advertising doesn’t disappear, even though PR is rising. The contradiction we should see is “good vs bad advertising” or “good vs bad PR”, and not “advertising vs PR” or “PR instead of advertising”

(1) PR uses the support of third parties – media, opinion makers, etc., while advertising communicates directly;

(2) in advertising, the information issued on behalf of the company is controllable and in PR – not really;

(3) in advertising we are talking about direct payment, while in PR it’s rather investment.

 

Colleagues, newspapers, magazines, internet.

 

Coffee in the morning, neat vodka in the evening.

 

A bookstore advertisement. Also, some of Johnie Walker, Grrr for Honda, where the abovementioned “Hate something, change something “ slogan originates from – it is a revolutionaty idea and the commercial itself is incredible.

 

Unfortunately, yes.

 

No, I don’t think so. The market is the best regulator – there is no difference whether we talk about ketchup, advertising or anything else.

 

To the colleagues in the companies – stop taking yourselves too seriously, to the colleagues from the agencies – start taking youselves seriously.