“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. The Media Landscape
- II.8. Government's restrictions
- II.9. Advertising industry in France
- 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….....
- III.5.1. www.actimel.de - the German Internet presence.
Objectives and Key Themes
The main objective of this work is to analyze the advertising debate, focusing on the French and German markets. The study uses Danone Actimel as a case study to compare advertising strategies across these two countries.
- The nature and impact of advertising.
- A comparison of the French and German advertising markets.
- Analysis of advertising strategies for Danone Actimel in France and Germany.
- The role of different media in advertising campaigns.
- Government regulations and their influence on advertising.
Chapter Summaries
I. The Advertising Debate: This chapter explores the multifaceted nature of advertising, examining various viewpoints on its value and effectiveness. It defines advertising, outlining its purposes (product introduction, comparison, consumer information), and differentiates it from other promotional methods. The chapter analyzes the financial investment in advertising across different countries, utilizing a table to illustrate the disparity in spending between the USA, UK, France, and Germany across various media. It also touches upon the economic impact of advertising, suggesting it can influence the position of firms' demand curves, highlighting the debate around whether it serves as a persuasive or informative tool.
II. The French and German Advertising Market - an overview: This chapter provides a comparative overview of the advertising landscapes in France and Germany. It touches upon the historical context, societal influences, and governmental regulations impacting the advertising industry in both countries. The chapter delves into the media landscape specifics for each nation, outlining the prominent media channels used in advertising campaigns and highlighting any notable differences in their reach and effectiveness. It lays the groundwork for the subsequent chapter’s comparative analysis of Actimel’s marketing campaigns, providing essential context to understand the cultural and regulatory nuances of each market.
III. The product Danone Actimel as example for different Advertising in Germany and France: This chapter uses Danone Actimel as a case study to compare advertising approaches in France and Germany. It begins by introducing the Danone Group and its presence in both countries, then focuses on the Actimel product itself and its successful positioning within the functional food market. The core of the chapter analyzes Actimel’s online presence (websites) in both countries, comparing design, navigation, and content features to highlight strategic differences in their marketing strategies. Further, it includes a comparative analysis of a French print advertisement and a German television commercial, illustrating the practical application of these different approaches in different media channels.
Keywords
Advertising, advertising debate, market economy, Danone Actimel, France, Germany, comparative analysis, media landscape, government regulations, online marketing, print advertising, television advertising, consumer behavior, functional food.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this document?
This document is a comprehensive language preview of a study analyzing the advertising debate, focusing on the French and German markets. It uses Danone Actimel as a case study to compare advertising strategies across these two countries.
What are the key themes explored in this study?
The key themes include the nature and impact of advertising, a comparison of the French and German advertising markets, an analysis of advertising strategies for Danone Actimel in France and Germany, the role of different media in advertising campaigns, and the influence of government regulations on advertising.
What is the structure of the document?
The document is structured into three main chapters: I. The Advertising Debate; II. The French and German Advertising Market - an overview; and III. The product Danone Actimel as example for different Advertising in Germany and France. Each chapter is further subdivided into sections and subsections, providing a detailed analysis of the chosen topics.
What does Chapter I, "The Advertising Debate," cover?
Chapter I explores the multifaceted nature of advertising, examining various viewpoints on its value and effectiveness. It defines advertising, outlines its purposes, and differentiates it from other promotional methods. It analyzes the financial investment in advertising and its economic impact.
What does Chapter II, "The French and German Advertising Market - an overview," cover?
Chapter II provides a comparative overview of the advertising landscapes in France and Germany. It covers historical context, societal influences, governmental regulations, and the specific media landscapes in both countries.
What does Chapter III, "The product Danone Actimel as example for different Advertising in Germany and France," cover?
Chapter III uses Danone Actimel as a case study to compare advertising approaches in France and Germany. It analyzes Actimel's online presence (websites) in both countries, comparing design, navigation, and content. It also includes a comparative analysis of a French print advertisement and a German television commercial.
What specific aspects of Danone Actimel's advertising are compared?
The comparison of Danone Actimel's advertising includes a detailed analysis of their respective websites (www.actimel.de and www.actimel.tm.fr), focusing on design, navigation, content features. Additionally, a French print advertisement and a German television commercial are analyzed to illustrate differences in marketing approaches across different media.
What is the overall objective of this study?
The main objective is to analyze the advertising debate, focusing on the French and German markets, using Danone Actimel as a case study to compare advertising strategies across these two countries.
What are the key keywords associated with this study?
Key keywords include: Advertising, advertising debate, market economy, Danone Actimel, France, Germany, comparative analysis, media landscape, government regulations, online marketing, print advertising, television advertising, consumer behavior, and functional food.
What type of audience is this document intended for?
This document is intended for an academic audience, providing a structured and professional analysis of advertising themes. The comprehensive nature suggests it's suitable for researchers or students in marketing, advertising, or related fields.
- Arbeit zitieren
- Andreas Lorek (Autor:in), Carine Fernandez (Autor:in), Bettina Schulte (Autor:in), Antonia Havadi-Nagy (Autor:in), Virginie Gauthier (Autor:in), 2002, Industrial Economics - The Advertising Debate, München, GRIN Verlag, https://www.grin.com/document/20912
