• 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.

Media Synergy: Evidence from Germany
Media synergy: Evidence from Germany
RolfSpeetzen

In Germany, as in many Western economies, household products that are routinely purchased and of a low level of housewife interest are advertised mainly on television. To assess how far the effectiveness of advertising expenditure could be improved by the additional use of magazines, the Axel Springer Publishing Company employed (a) a research facility linking household panels with point-of-sale collection of purchasing data at specific stores and (b) a facility for test/control exposure to advertising in Hörzu, the leading television/radio program journal.

This chapter reports on an experiment on Procter & Gamble brands in three product fields. The three brands had formerly been advertised exclusively through the electronic media, but 10 advertisements in Hörzu for each, over ...

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