search query: @author Keown, C. F. / total: 4
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| Author: | Keown, C. F. |
| Title: | Advertising practices in Northern Europe. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:3, p. 17-28 |
| Index terms: | ADVERTISING EUROPE, WEST ADVERTISING EXPENDITURE |
| Language: | eng |
| Abstract: | A study report is presented: advertisers of the leading brands of consumer goods were surveyed in Great Britain, Denmark, Finland, Sweden and West Germany. Patterns used in budgeting, timing, creative approaches and measures of effectiveness are described. Two major differences from worldwide patterns were found: allocation of the budget by media, and agency compensation. Effects of the absence of major commercial broadcast media are highlighted. The feasibility of the standardisation of advertising, in terms of allocation of the advertising budgets by media and between consumer and trade, is examined. Recommendations are summarized. |
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