The completion of the Single Market has vast opportunities for businesses both large and small. If companies are to sell their goods or services in substantial quantity in foreign EC markets, it is essential that they become familiar with the differing advertising rules, customs and practices of all nations. This is a comprehensive guide to European advertising practices. Part 1 provides an introduction to advertising in Europe, giving information on the media landscape in Europe, media planning, regulations, research and market segments. The specific problems faced by advertisers of food and drink, pharmaceuticals and tobacco are outlined. Business-to-business advertising, branding for European markets, and a chapter on choosing and using an advertising agency for European work are also included. The second part of the book gives detailed information of all EC and EFTA countries. Country-by-country profiles give socio-economic profiles on the local advertising industry. The regulatory framework for each country is covered in detail with additional information on voluntary restrictions.
- ISBN10 0749414960
- ISBN13 9780749414962
- Publish Date 30 September 1994 (first published 19 January 1993)
- Publish Status Out of Print
- Out of Print 12 July 2000
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition New edition
- Format Paperback
- Pages 412
- Language English