• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

The Effectiveness of Television Advertising in France
The effectiveness of television advertising in France

This chapter describes an area-based application of pure single-source research. This system was introduced in France under the name of TVScan (which is described in the appendix to this chapter). The research has two main purposes. The first of these is to optimize TV targeting. The idea is to integrate a brand's marketing objectives into the media strategy. We concentrate on the audience of buyers, nonbuyers, and light or heavy buyers of a whole product class or a brand, with the aim of fine-tuning the components of the media plan (channels, dayparts, weekdays) and measuring the relevance of program sponsorships.

The second but more important purpose of TVScan is the quantification of medium- ...

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