International differences in advertising practices: Britain compared with other countries

Dr Albert Schofield

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.

International differences in advertising practices: Britain compared with other countries

Albert Schofield

A survey of leading brand advertisers in 12 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, made heavier use of TV, and in their TV creative approaches relied more than others on the slice-of-life type of commercial. Less striking differences were that British advertisers were more ready than others to admit the use...

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