Advertising Practices in Northern Europe

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Abstract
Advertisers of the leading brands of consumer goods were surveyed in Great Britain, Denmark, Finland, Sweden and West Germany. The study found that Northern European advertisers generally follow worldwide patterns in their practices of budgeting, timing, creative approaches and measures of effectiveness. However, there were two major differences, namely: allocation of the budget by media, and agency compensation. Due to the absence of major commercial broadcast media, less money is spent on TV and radio advertising. This results in a more frequent use of the fee‐for‐service form of payment and less commissions from the media to compensate advertising agencies.

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