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The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.

The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.

The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.

This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.

Ostensibly, it is a plausible assumption that advertisements receive greater attention when disguised as editorial content. This assumption does not, however, stand the test of empirical validation. Nevertheless, editorial advertising tips and product placement have now seemingly become acceptable and the precept of separating advertising and programme content is increasingly being breached, not only in radio and television. In newspapers and magazines, too, the grey area between editorial text and advertising is spreading. This practice willingly tolerates violations of binding legal agreements and professional codes of ethics. This paper discusses the future viability of the principle of separating advertising and programme content in advertising, journalism and public relations.

The purpose of this paper is to examine the concept of unfair commercial practices in advertising and marketing law.

The differences addressed in the paper relate to the role or tasks of consumer law in regulating the marketplace.

A comparison of the UK, German and Nordic approaches reveal interesting differences at least in nuances in the approach to omission of information as an unfair commercial practice.

The paper provides useful analysis of the deeper understandings behind unfair commercial practices law.

This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century.

The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A.

In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector.

This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós.

Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.

The purpose of this paper is to show how the National Socialist regime participated in popular commercial events such as trade fairs to posture their propaganda. I demonstrate how the inter-trade organization and one particular company – Daimler-Benz AG – tailored their advertising to the communication strategies used by the Nazi regime.

This case study is based on the archival records of Daimler AG. The way in which the 50th anniversary of the automobile was staged at the Berlin Motor Shows of 1935 and 1936 is understood as part of the communication strategies of the German automotive industry, as well as of the Nazi regime.

This paper shows how intimately connected the 50th anniversary of the automobile was to the themes of racing and motorization. The automobile as a German invention had the potential to reconcile the motorization of the German people – a sign of modernity – with the blood and soil ideology of the Nazis. The Berlin Auto Show became an important platform for this project. The paper also shows how Daimler-Benz’s approach should be read differently.

The article sheds new light on the interaction between and inter-dependence of one particular company’s – Daimler-Benz AG’s – communication strategies and those of the Nazi regime. Furthermore, the 50th anniversary of the automobile, celebrated at the auto show in Berlin, provides a good opportunity to add exhibitions to of advertising history of the 1930 Germany.

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are playing an ever‐increasing role in the move towards stranger advertising regulation, noting the impact which they have achieved. Concludes that European and US business people see consumer organizations as not being representative of consumers in general and also as being anti‐advertising.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The purpose of this investigation is to add to the body of knowledge regarding consumer skepticism toward advertising in general, and toward pharmaceutical advertising in particular. The study was conducted in the U.S. and in Germany. Skepticism toward advertising for both prescription and non-prescription pharmaceuticals was analyzed. Additional variables explored include: health consciousness, product involvement with pharmaceuticals, satisfaction with information in pharmaceutical advertising, and the importance of pharmaceutical advertising as a source of information. Furthermore, differences in the cultural value of uncertainty avoidance between U.S. and German consumers were examined and related to skepticism toward pharmaceutical advertising. Three hundred and forty-one Americans and 447 Germans were surveyed. A significant finding of this research revealed that skepticism toward pharmaceutical advertising is lower than skepticism toward advertising in general. Results also indicated that consumers showed no difference in their level of skepticism toward advertising for prescription versus non-prescription drugs. This is a particularly relevant finding as it relates directly to the ongoing discussion in Europe regarding whether or not to lift the ban on advertising for prescription drugs. Skepticism toward pharmaceutical advertising was found to be significantly negatively related to involvement with pharmaceuticals, to satisfaction with the informational content of the advertisements, to satisfaction with the comprehensibility of the advertisements, and to the importance placed on advertising as a source of health information. Regarding cultural differences, U.S. consumers appear to be less skeptical toward advertising in general, and toward advertising for prescription and non-prescription drugs in particular, than German consumers. This may be due to the lower degree of uncertainty avoidance in the U.S. Differences between the two countries related to the additional variables examined in the study are addressed as well. Implications for consumer protection policies are discussed, and recommendations for advertisers of pharmaceutical products are provided. The authors provide a cultural explanation for differences in the degree of skepticism between U.S. and German audiences.

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from such an abundance of riches.