Abstract:

This paper consists of some case studies which show our experience we gained by using the AD*VANTAGE/AC-T pretesting system internationally (in Europe, the U.S. and Japan). Comparative international studies have revealed that there are commercials, which work similar in different European countries. On the other hand, other examples show total different results for identical commercials in different countries. The way in which a commercial works can never be understood without looking at the specific market situation and the specific socio-cultural surroundings. Both have a decisive influence on the effectiveness of a commercial. Special importance has to be given to how norms and experiences are transferable to different countries. International comparisons between normative databanks have shown that the basic processes of information perception, -processing and -storage are to a large extent independent from cultural prerequisites.