International Advertising Expenditure Trends

From the early 1990s, marketing literature began to feature a number of articles suggesting that integrated marketing communications (IMC) would have a major impact on advertising as we know it, and on client—advertising agency relationships. A counter-view appeared at that time in the literature suggesting that IMC was nothing more than co-ordinated promotion and that many companies had been doing ‘it’ for some considerable time. More recent articles have lamented that the concept has not been embraced by marketing communications specialists and that implementation has proven difficult. A common definition of IMC—and how it differs from traditional advertising, both in philosophy and in implementation—has not evolved despite considerable academic discussion on the subject. This paper reviews the most comprehensive definitions of IMC and the competing paradigms—‘new’ versus ‘nothing new’—and summarises the results of a recent two-part study that compares the perceptions of clients with those of senior ad agency personnel in New Zealand regarding how and in what ways IMC is developing there.     

Forecasting Advertising Expenditure

The 1980s are proving to be a decade of great uncertainty during which the possession of accurate short-term forecasting techniques can lead to better decision-making. Forecasts of advertising expenditure in total and by medium is an especially important source of information for the advertising industry—advertising agencies, media owners, advertisers—and all others concerned. Furthermore, it is particularly important to unravel the systematic from chance changes in the market as a whole. This paper attempts both to illustrate and to evaluate the ‘naive’ Box-Jenkins method of time series forecasting as related to aggregate advertising expenditures in Britain and West Germany.     

International Advertising

Abstract

This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT _A) is introduced; a theoretical case is developed showing why ATT _A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.     

General Trends in UK Advertising

For almost fifty years Thomas Barratt was the inspiration behind the advertising for Pears soap and a leading figure in the advertising world. Though he was not immune from errors of judgement and his significance may have been overestimated by his business contemporaries, he nevertheless had a considerable influence on the evolution of advertising both in Britain and overseas through the techniques he employed, his consistently high expenditure, and the case for advertising which he put so forcefully.     

Advertising Expenditure in the UK: 1981 Survey

This paper sets out the method of compilation of the UK official advertising statistics.     

Advertising Expenditure in the UK: 1982 Survey

This paper sets out the method of compilation of the UK official advertising statistics.     

Advertising Expenditure in the UK: 1983 Survey

This paper sets out the method of compilation of the UK official advertising statistics. Statistics covering 1970 to 1983 are also given.     

Advertising Expenditure,Enplanement, and Market Concentration

This paper investigates the long‐run relationship between advertising expenditure and enplanement (representing the number of passengers boarding an aircraft), advertising expenditure across carriers, and advertising expenditure and market concentration for the six largest US airlines. Advertising expenditure is evidenced to be strategic, although not clearly effective at increasing enplanement, suggesting collusive behavior. Advertising is also evidenced to be, for the most part, balancing in nature across rival carriers. Further tests suggest a positive and linear relationship with positive bi‐directional causality between advertising and market concentration. This paper’s findings raise three important questions. First, if advertising is not clearly effective at increasing enplanement, then why advertise? Second, if advertising increases market concentration, then shouldn’t airline activities be under some degree of scrutiny, or even be partially regulated? Third, could airline advertising be important in explaining higher post‐deregulation fares?     

当代广告业发展的三个趋势

广告业的发展总是离不开特定的社会历史环境。不同的时代提出不同的问题，广告业正是在解决时代所提出的问题中不断地发展。近观近年来广告业的变化，有这样几个趋势是非常突出的。     

Awareness Advertising and International Market Segmentation

In recent years, multinational corporations have increasingly employed advertising in markets where their products are not available. Such ‘awareness advertising’ is only in small part for products that are likely to be introduced in those markets in the near future. A significant and larger part of awareness advertising is for products that are unlikely to be sold in the particular market because of government restrictions on commercial importation and sale. In this paper, we will analyse the motivation behind the use of awareness advertising, the benefits that multinational firms may receive from such advertising and its implications for international market segmentation. The paper concludes with a discussion of areas for fruitful future research on awareness advertising.     

Print Advertising Strategies of International Firms

Advertising sponsored by non-US corporations has increased dramatically in the United States since the 1960s. This paper employs a content analysis approach to examine the amount, format and type of advertising being incorporated by non-US companies. All non-US advertisements were examined in Newsweek magazine for the years 1965 to 1982. Several advertising issues are examined, emphasizing differences by country and year.     

图像识别技术监测超过50%的全国广告花费 CTR媒介智讯实现媒介智能化

(2005年9月29日,中国,北京)CTR媒介智讯宣布将按时在中国采用广告图像识别技术,实现广告监测智能化.如果广告监测数据能够与电视播出系统的信息相互联系,它将发挥更大的作用.广告监测图像识别技术是全自动系统,可以自动捕捉节目、广告段、节目预告等播出内容中的广告播出信息,并及时转入至InfoSysTV及AdExPower分析软件.这一全新的技术已经在全国95个频道开始应用,并且在不久的将来推广至全国范围.     

Hours of Work and Advertising: An International Comparison

A cross-sectional analysis over 24 different countries tests the hypothesis that advertising increases aggregate demand. The method adopted regressed hours worked on advertising and on other relevant independent variables. The notion that advertising increases people's acquisitive instincts and hence desire to work at wage rates lower than would otherwise hold received scant support.     

Creative Strategies in Highly Creative Domestic and International Television Advertising

The author gives an ITV Company view of the research environment of the eighties.     

The Trends of the International Arbitration Development

The international arbitration, as a kind of the methods to resolve the disputes in the international society,is flourished in recent years. On the basis of the international arbitration's features, the jurisdiction to relevant to the political issues is omission in the session of the disputes. Increasing of the disputes express to the globalization of the economy in the world. Not only do the position of the arbitration and the parties of the cases come from the region, but also the Europe as the traditional arbitration center,replaced by the Pacific/Asia region. The reason of the trend developing for the international arbitration results from the international arbitration's feature--- the forum is neutral, treaty ensures enforcement abroad and no appeal, limited discover. Less time consuming, greater degree of the voluntary compli-ance, procedure is less costly and the result are more predictable.     

An Objective and Task Media Selection Decision Model and Advertising Cost Formula to Determine International Advertising Budgets

Abstract

A company needs to estimate the cost of media plans and advertising upon introducing a new or existing product into an unfamiliar environment such as a new international market. This article presents a conceptual framework for making media decisions and a method for estimating the cost of advertising in international markets. The objective and task method is used to build a working model in order to articulate the necessary steps leading to informed media decisions for budgeting an international advertising campaign. Methods of estimating product demand and a flow model for media selection are also presented.