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With offices around the globe, the Leo Burnett advertising agency is the source of much of the information in this directory of advertising in 57 countries (including the U.S.), arranged by region. There is no coverage of Africa. While the media are not well developed in sub-Saharan African, surely South Africa and some of the North African states merit coverage as much as such countries as Kuwait and Ecuador, which are included.
Information for each nation includes statistics on inflation in media prices, pie charts showing proportional spending on various media, information on media buying and buying services, and a list of top advertisers by company and by product. This is followed by information on specific media: television, with a list of networks or channels and data on prime-time costs and cost per thousand; radio, with similar information; cable and satellite programming, when available; proportion of homes with VCRs and whether videos carry commercials; percentage of movie theaters that show ads; newspapers, including a list of national papers; magazines, with a list of consumer titles; billboards and transit advertising; direct marketing, with a list of list brokers; and nontraditional media. Companies that do research on the media, such as Nielsen and Arbitron in the U.S., are listed, and advertising regulations regarding alcohol, cigarettes, pharmaceuticals, and programs directed to children are described.
From this interesting volume, one learns that there are no locally published consumer magazines in Panama, that 56 percent of Belgian homes have VCRs, that there are 16,000 billboard sites in Denmark, that movies are a dying medium in Bahrain because of the influx of video and satellite TV, and that more money is spent on newspaper advertising than TV in Korea. While expensive, this directory is an essential purchase for academic libraries supporting programs in advertising; public libraries may want a copy as well. Sandy WhiteleyFrom Library Journal:
Intended for all sectors of the marketing and advertising community, this resource provides basic media facts about 57 markets. It works on two levels: managerially, it provides a sketch of the advertising climate in various global markets, while it can also be used by advertising managers to plan promotional budgets. The description of each of the 57 markets begins with a demographic summary and a brief summary of socioeconomic statistics. This first level of information is not much beyond what one can secure from an up-to-date world almanac. However, the second level of information, which provides a relatively complete audit of each country's media environment, including viewer statistics, prime-time costs, language options, and standard commercial lengths, is truly valuable. Given the strong development of global markets and the necessity of tailoring promotional campaigns to them, such background information can be extremely vital. Recommended for reference collections in marketing and advertising.
Gene R. Laczniak, Marquette Univ., Milwaukee
Copyright 1994 Reed Business Information, Inc.
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Book Description Triumph Books, 1994. Hardcover. Condition: New. Never used!. Seller Inventory # P111880141574
Book Description Triumph Books, 1994. Condition: New. book. Seller Inventory # M1880141574