International Differences in Advertising Practices: Britain Compared with Other Countries

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Abstract
A survey of leading brand advertisers in twelve product fields in 15 countries indicates that British advertisers were generally similar to those in other countries in their use of six major advertising practices. The main differences were that British advertisers did not time their advertising to coincide with sales promotion activities, they made heavier use of TV, and in their TV creative approaches they relied more than others on the slice-of-life type commercial. Less striking differences were that British advertisers were more ready than others to admit the use of executive judgement in such matters as budget-setting and advertisement evaluation, and much more likely to have retained the commission system of agency remuneration.

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