Abstract:

In an expanding European market multinational advertising has to be carried out. Problems referring to this are: - no standardisation of European law, that means no standardised legal basis as far as advertising in different countries is concerned; - no "European advertising schedule", meaning no European readership and audience analysis, deficient media information. A first step to remedy that abuse is a quantitative survey on the overlapping of advertising media in Western Europe. The analysis results in a strong overlapping of mass communication deriving first from common language and also from language and cultural barriers . In addition to that, technical factors (radio and television) are relevant.