- 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 25: What do We Know of Mixed Media Effects?: More Evidence from Germany
What do We Know of Mixed Media Effects?: More Evidence from Germany
The Growth in Classical Media Advertising
With market maturity in most product categories, competition replaces aggregate growth as the main dynamic. According to Nielsen S+P Advertising Research, there was advertising for 57,000 products and services in Germany in 1997. Ten years before, the figure was about 41,000.
Classical mass-media advertising is almost certainly the most effective instrument to build the consumer's goodwill. With this background, it is no longer surprising that German advertising expenditures doubled within one decade. In 1996, Nielsen S+P registered gross advertising expenditures in [Page 366]Germany of DM25.2 billion, compared with DM11.9 billion in 1987—an increase of 229%.
The percentage increase of ...