“Always Coca-Cola” who does not know this catch phrase? Advertising largely
influences the consumer behaviour. The aim of advertising is to push the consumer
to buy and for companies it is a good way to increase their benefits and to have a
well-known brand name. The advertising debate deals with the way of seeing
advertising: as a mean of persuasion or as a mean of information?
At first, we would analyse the meaning of advertising within the advertising debate
part. Moreover, we will focus on the French and German advertising market.
At last, we would compare, the different ways of Advertising in France and Germany
of the product Danone Actimel. I.1. What is Advertising?
There are different views: for some economists, it is a waste of money, for others, it is
really important for the market economy.
Advertising is useful when the potential market is important. There are different kinds
of advertising: [...] The three goals of advertising are:
- to introduce a product on the market,
- to compare a product with another by highlighting this one,
- to inform the consumers.
Advertising is not the only way to promote a product; there are also other means as
employing more salesmen, improving the packaging, extending the wholesale and
increasing the margins. If you look at the table below, you can see that USA and UK
are spending much more money on advertising than the other countries. [...]
Table of Contents
Introduction
I. The Advertising debate
I.1. What is Advertising?
I.2. Why should we advertise …
I.3. … and how much is useful?
I.4. Advertising in the market
I.5. How much has an enterprise to spend?
I.6. What are the different views of Advertising?
I.7. What are the consequences of Advertising?
a) on the market
b) on the product
I.8. Conclusion
II. The French and German Advertising Market – an overview
II.1. Germany – one of the first members of Europe
II.2. Advertising and Society in Germany
II.3. Restrictions of the government
II.4. The Media Landscape
II.5. France – an important country in Europe
II.6. Socio-economic profile
II.7. Government’s restrictions
II.8. Advertising industry in France
II.9. The Media Landscape
III. The product Danone Actimel as example for different Advertising in Germany and France
III.1. Danone Group
III.2 France – home country of Danone
III.3. Danone GmbH – Danone in Germany
III.4. Actimel – one of the most successful products of functional food
III.5. Advertising for Danone Actimel
III.5.1. www.actimel.de - the German Internet presence
III.5.1.a. design and navigation
III.5.1.b. Content features
III.5.1.c. Conclusion
III.5.2. www.actimel.tm.fr - Actimel’s internet presence in France
III.5.2.a. design and navigation
III.5.2.b. content features
III.5.2.c. conclusion
III.5.3. www.actimel.dewww.actimel.tm.fr
III.5.4. an example for a French print advertisement
III.5.4. an example for a German television spot
Research Objectives and Topics
This study explores the complex dynamics of the advertising debate, focusing on the dichotomy between advertising as a tool of persuasion versus a means of information. It specifically examines the market environments of France and Germany to understand how cultural and regulatory frameworks influence advertising strategies, using the product "Danone Actimel" as a practical case study for cross-border comparison.
- The theoretical foundations of advertising and its role in market economies.
- A comparative analysis of the German and French media and advertising landscapes.
- Regulatory constraints and their impact on advertising practices in both nations.
- A case study on the marketing strategies for Danone Actimel across two different markets.
Excerpt from the Book
III.5.2.a. design and navigation
The design of the homepage is very friendly in bright colours. A clear logo is always situated in the upper part of the page. On the top is an illustration of a blue, nice looking sky. The text is written in coloured letters like pink, yellow and blue.
The three main parts of the side are illustrated with little photos. A small bottle of Actimel is shown for the chapter “Quést-ce qu’Actimel”, a man who is drinking Actimel at the moment stands for “Comment Actimel agit-il?” and a small human body shows “La defense de votre organisme”.
Each of the pictures are with a little animation. While moving with the mouse pointer on the picture, the animation starts. The Actimel bottle is zooming in, the drinking man gets a white shadow behind his body and there are many invaders, shown with red dots, which want to get into the organism, but the shield of Actimel defends the body. Another bottle of Actimel (without animation) is shown at the right section.
Chapter Summaries
I. The Advertising debate: This section outlines the fundamental theories of advertising, distinguishing between the persuasion and information perspectives and their respective impacts on consumer behavior and market competition.
II. The French and German Advertising Market – an overview: This chapter provides a detailed examination of the unique socio-economic profiles, media landscapes, and government regulations governing the advertising industries in Germany and France.
III. The product Danone Actimel as example for different Advertising in Germany and France: This part applies the theoretical and market knowledge to a specific case study, analyzing how the Danone Group adapts its online presence and advertising material for Actimel to cater to the differing consumer expectations in Germany and France.
Keywords
Advertising, Industrial Economics, Persuasion vs Information, German Market, French Market, Danone, Actimel, Functional Food, Consumer Behavior, Media Landscape, Probiotic Cultures, Regulatory Restrictions, Market Structure, Brand Loyalty.
Frequently Asked Questions
What is the primary focus of this paper?
This paper focuses on the economic and strategic implications of advertising, specifically analyzing the debate between advertising as a persuasive tool versus an informative resource within the French and German markets.
What are the key themes explored in the study?
Key themes include market structures, the role of government regulation in advertising, the influence of advertising on consumer price sensitivity, and the practical application of these concepts in the functional food industry.
What is the central research objective?
The objective is to compare how advertising strategies for a single product, Danone Actimel, vary between two different cultural and regulatory environments (France and Germany) and to evaluate the effectiveness of these approaches.
Which methodologies are employed in the research?
The research utilizes an industrial economics framework combined with a qualitative comparative analysis of media presence, internet strategies, and regulatory codes of practice in Germany and France.
What does the main body of the work cover?
The main body covers the theoretical debate of advertising, a comprehensive overview of the German and French advertising environments, and a detailed analysis of Danone Actimel's digital marketing and print advertising.
How would you characterize this work with keywords?
The work is characterized by terms such as Industrial Economics, Advertising Debate, Market Structure, Consumer Behavior, and Cross-cultural Marketing.
How does the French internet presence for Actimel differ from the German version?
The French site utilizes more animations, interactive elements, and vibrant colors to create a "wellness" atmosphere, whereas the German site is more text-heavy and traditional, focusing strictly on providing factual product information.
What conclusion does the author draw regarding advertising's influence?
The author concludes that while both "persuasion" and "information" views have merit, the impact of advertising is often beneficial for consumers by providing information, especially for low-priced, frequently purchased goods.
- Quote paper
- Andreas Lorek (Author), Carine Fernandez (Author), Bettina Schulte (Author), Antonia Havadi-Nagy (Author), Virginie Gauthier (Author), 2002, Industrial Economics - The Advertising Debate, Munich, GRIN Verlag, https://www.grin.com/document/20912
