Bonus advertising – Tax incentives to advertising… d.the. 50/2017, art. 57 to

There comes a Bonus Advertising: FIND OUT NOW how to improve your business - a higher gear to success

The Bonus Advertising 2018 It may be required by companies, self-employed, freelancers (including members of professional associations), and non-commercial institutions seek to make investments in advertising campaigns worth more than 1% of similar investments on the same media in the previous year.

The Bonus advertising is a new tax incentive introduced by the collective maneuver of the public finances with the D, L. 50/2017, art. 57 to -"tax incentives to advertising expenditure Incremental newspapers, newspapers and on local television and radio stations and measures to support the newly established publishing companies "-.
Bonus advertising 2018 as well as structured by the legislator has the aim to "encourage the creation of innovative projects, Also with the aim of removing sexist and offensive identity female communication styles and fit to promote the widest possible enjoyment of multimedia information content and more widespread use of digital technologies ... " (comma 2).

Who can apply for the Bonus Advertising 2018.

The Bonus advertising 2018 It may be required by companies, self-employed, freelancers (including members of professional associations), and non-commercial institutions seek to make investments in advertising campaigns worth more than 1% of similar investments on the same media in the previous year. Investments may have been made on both the daily and periodical press and online and on local television and radio broadcasters, analog or digital.

What are the procedures for access to funding under Bonus Advertising?

From 2018 you can qualify for a tax credit from 75% al 90% maximum in the case of micro, SMEs and innovative start-ups, the maximum limit of expenditure established pursuant to paragraph 3 dell’art. 57 to. The tax credit provided in accordance with the so-called Bonus advertising 2018 It will be used only to offset through F24 upon its application to the Department of Information and Publishing of the Presidency of the Council of Ministers. of 62,5 million euro for the year 2018, 20 million shall be "... the recognition of the tax credit only on incremental advertising spending on newspapers and magazines, also online, referred to in paragraph 1 carried out by 24 June 2017 al 31 December 2017, provided that their value exceeds by at least 1 percent of the amount of similar advertising investments made by the same parties on the same media in the corresponding period of 2016. " (comma 3bis)

How does the tax credit 75% – 90%.

If the tax credit provided for by bonus advertising 2018 requested exceeds € 150.000, the benefit is granted only if the applicant is registered (or he has forwarded to the Prefecture for the inclusion) the lists of suppliers, service providers and performers of works not subject to mafia infiltration attempt

  • the tax credit may not be combined;
  • NOT covered by the tax credit expenses incurred for the purchase of telesales spaces, Betting services, games or betting with money winnings, voice or messaging chat-line with premium services;
  • The expenditure must be incurred by the certification issued by the persons entitled to release the stamp of approval of the data exposed in tax returns, or by statutory auditors.

How to Apply to access the Bonus Advertising contributions 2018.

The application must be submitted electronically on the website of revenue and shall include the identification data of the applicant; an indication of the total cost of the investments made (or to be effected) during the year and in the previous year; increased investment in percentage and absolute terms; the amount of the tax credit required; declaration in lieu of affidavit.

As for the terms of application, still not been definitively fixed: the text points out that the question "might" be submitted by 1 March to 31 March each year.

The controls for the legitimate use of the benefit will be the competence of the Revenue and Administration; in case of irregularities, the Administration itself provide any recovery of the sums disbursed through coercive procedures.

Traditional and digital advertising Advertising comparison

Better to focus on a digital strategy or commit resources and time to develop advertising plans on paper?

In recent years, investments in online advertising exceeded those for traditional media. it would seem so, yes!

This is what emerges from the annual report on advertising expenditure published by Outsell, a California company that deals with research and analysis at the enterprise service market. According to the study in question, in the coming months and years an increasingly significant share of ad dollars will migrate on digital and mobile devices: according InMobi and Globalwebindex, consumers spend on average two hours and 14 minutes a day on mobile devices, against 81 minutes of TV, i 70 PC, i 44 radio and the 33 the newspaper. In addition, the 79% of smartphone owners, control their device within 15 minutes of waking.

The advertising revenues of the print media regarding the American market lost 66% in nine years and the online has not stopped the collapse, rather. Secondo la Columbia Journalism Review, collecting advertising on invoiced print editions 47,4 billion dollars in 2005 and it plummeted to 16,4 billions of 2014 (-66% in nine years).

Meantime, digital advertising is passed in the same period only by 2 a 3,5 billions of dollars. Small figures do not compensate losses. "The local newspapers, unlike the big national newspapers ", According to Jim Brady, ceo di Spirited Media, have the benefit of "be located physically close to their readers". And "events are the major profit opportunity for local newspapers". For Billy Penn represent "84% of turnover, 2015."

But then ... it is better to focus on a digital strategy or commit resources and time to develop advertising plans on paper?

The answer is not simple. If corressimo the risk of repeating ourselves we will definitely say "it depends".
It depends on what type of business you have to advertise,  from which region we want to cover, what and how many resources we have ...


But let's go with order.

As we have already mentioned, the use of content always happens more through PC, smartphone e tablet, a trend that has forced a change in the logic of planning in advertising spending by companies.Today over 60% of smartphone users in Italy watching videos on your device and also increases the time taken to inform themselves through Social Network, mobile applications and web portals. Reasons that led digital advertising now represents a share of more than 26% of total investment in advertising.

Among the main benefits that digital channels offer advertisers with, stands out the ability to create data-driven campaigns, ie able to be targeted in a precise and dynamic, providing a certain level of interactivity with users and be able to really be "measured" in terms of performance. Identification is l'audience segmentation, measure and analyze the results remain the essential priorities within the strategies pubblicitarie.Una digital revolution which, however,, data and documents in my hand, It failed to "retire" the tool maybe simpler but more immediate marketing tradizionale.Il flyer. Today, in 2017, the flyer is still a popular and effective means.

This is because the flyer knows no boundaries, It is delivered directly into the hands of the user and can be consulted by anyone: young and old, men and women. Contrary to the information that can be displayed on a PC or a smartphone, the use of which requires a specific knowledge, the handwheel makes simplicity its strength. An advertising campaign that involves the use of flyers, however, must have in mind some points. First, we can not overlook the fact that we are communicating to diverse audiences and not targettizzato. And 'therefore essential that what we offer is clear, graphically flawless and strong communicative impact. Relying on an agency that can take care of every aspect of advertising is key. As we told the audience it addresses a flyer is by definition how much more heterogeneous might exist.

But if we want to maximize our efforts and increase the conversion rate must carry a message, containing a call to action studied,  as much as possible addressed to a specific group of users. Promoting a product, event or service, avoiding being too generic or scattered and a little trick that will improve without a doubt our marketing campaign.

Once the work completed by back office, have structured a written message, She tied him to a graphic design studio, have printed our product, it is time to spread our message in the areas that interest us. To get a good distribution, and then reach the goal prefix, contact is critical to an agency of advertising planning and distribution which will study the times and the ways to get our message successfully. But back to the first question that we asked ourselves. ..

It is better to bet on a digital strategy or commit resources and time to develop advertising plans on paper?

The answer will be even more than before IT DEPENDS.
Our advice is to structure a commercial communication which can and knows how to take into account both sides of the coin.
By combining digital marketing and direct marketing you can reach a wider audience and get a return on investment.