Leo Burnett Worldwide Advertising Media Factbook: The International SourceBook of Media Conditions, Facts and Statistics

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Editorial Reviews

Sandy Whiteley
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.
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Product Details

  • ISBN-13: 9781880141571
  • Publisher: Triumph Books
  • Publication date: 1/28/1994
  • Pages: 700

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