- 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.
Chapter 22: Test Marketing— and some Notes on Iceland, a Totally Isolated Marketing Environment
Test Marketing— and some Notes on Iceland, a Totally Isolated Marketing Environment
One of the important uses of test markets is to help in the development of successful and profitable advertising campaigns. In this connection it is interesting to listen to what the CEOs of some of the biggest advertisers have to say about the role of advertising.
A survey was conducted in May 1994 by the London Financial Times and the Institute of Practitioners in Advertising in which interviews were conducted among the top 500 U.K. advertisers. Of those taking part, half came from the top 100 advertisers.1 Of the CEOs interviewed, 66% saw advertising as an investment as opposed to the 30% who ...