Abstract:

This paper is a case history : we tested two commercials in six European countries. In the first part, we show how diverse the advertising test results and the main efficiency measurements can be from one country to another. We identify four factors which influenced the results and which are very helpful in understanding the commercials’ performances: - The product category characteristics -The positioning of the brands -The target group -The socio-cultural factors/attitude towards advertising. The intention of the second part of the paper is to show how modern advertising research systems and data banks can help to develop effective international advertising. The conclusion defines some guidelines for advertising with a maximum of efficiency in the "new Europe" and in a more and more complex world.