Article Abstract:
Articles published in over 800 academic journals and trade publications in 1989 and 1990 were evaluated to determine their treatments of globalization in mass media marketing and social change. In all, 130 articles discussing international advertising and marketing were found. These articles were more apt to cover news, referred to media and to international aspects more in general terms and provided unproven advice. Moreover, information given about Europe were based on primary data. In general, the articles failed to provide guidance to international marketers.
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Article Abstract:
Studies were conducted to determine the relationship of an advertising ban on tobacco products and actual tobacco consumption in Organization for Economic Development and Cooperation countries. Consumption patterns were then established through the use of regression analysis. Results indicate that the imposed ban had no discernible effect on actual tobacco consumption. Conclusions from the study will prove useful in future plans of introducing a similar tobacco product advertisment ban in EC countries.
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Article Abstract:
Global advertising expenditure increased by $6 billion to $276 billion in 1998 from 1997, growing by just 0.5% in real terms. The weak growth is attributed to the economic crisis in south-east Asia, with total advertising expenditure in the Asia/Pacific region declining 16.9%, or $10 billion. The forecast for most regions is comparatively positive in the short term, however.
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