European Advertising Strategies: The Profiles and Policies of Multinational Companies Operating in Europe

Many companies are studying the means to take advantage of the opportunities offered by a unified European market. The book provides insights through an examination of 13 international companies - operating 15 brands. Some of the questions addressed are: to what extent should marketing and advertising be centralized; which managerial and organizational conditions must be met for centralized advertising to produce optimal results in market places with different cultures and languages; and, what are the benefits of such centralization to both consumers and advertisers. There is an examination of the profiles and advertising policies of leading companies operating in Europe and insights are provided into the formulation of successful advertising and marketing policies. Other topics covered include: the general business philosophy of companies; the managerial and organizational aspects of advertising on an international scale; the role of research and the use of national and international agencies; the media, legal and voluntary restrictions in the use of advertising; consumer profiles in European markets and how these factors will be affected by a unified market in Europe. The book will be of interest to senior managers, advertisers, agencies, business research institutes, academics and students of advertising and marketing.