Does advertising ?
* quantify - , e.g. product , brand , total
* But advertisers still try to it has an effect

The marketing mix.
* ,
* Thinking up the or ,
* it,
* Deciding its ,
* it to ,
* Arranging the display.

Changes in advertising success: 1950-1980.
* 1950/60s
* 1970s -
* 1974-75 -
* 1976-80 -

The main countries.
*
*
*
*

Changes since 1970.
* Germany's by %,
* France's by %
* American’s % more

Attractiveness of International campaigns
* First, rising production costs forced advertisers to make go further.
* Second, problems among images in formerly markets.
* and require handling to take into account tastes and position,
* goods, or those with a highly brand image, like or , do not.