The Advertising Industry in Western Europe |
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Authors: | Anthony F. McGann Nils-Erik Aaby |
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Affiliation: | University of Nevada, Las Vegas |
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Abstract: | Abstract This article begins the neglected task of providing a structural description of the advertising industry in Europe today. Comparisons are drawn between industry structure in Europe and the U.S., and among sixteen European countries. In addition to this statistical description and comparison, an analysis of differences in performance among European agencies presented. The article concludes with a discussion of the impact of both decisional and environmental variables on contemporary European advertising. |
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