Hausarbeit-Advertising in the UK, one agency and one example

In every country in the world we have different people and companies with
different products. But something is still the same: Every company has to
differentiate its own products from those of their competitors. Therefore they use
advertising. The media make it possible for the advertiser to reach the whole
population or any part of it, from large groups to small ones. One of the
advertising skills that goes into successful advertising is finding the right mixture
of media for the advertiser’s purpose.
This project concentrates on the topic “advertising in the United Kingdom”. To get
a broad overview of this item, we had a look at the development of British and
German advertising and had an interview with Jane Asscher, the chairman of the
British advertising agency “23red”.

The United Kingdom is a major centre for creative advertising and multinational
companies often use United Kingdom-created advertising for marketing their
products globally. One of the most important cities for advertising is London. It is
known alongside New York as one of the two world centres of creative
advertising and two thirds of international agencies have their European
headquarters in London where there is the largest concentration of media
companies in Europe. Because of this fact, it plays an important role in the
advertising market.

At first sight you can see that there is a constantly increasing development of the
expenditure of advertising in the United Kingdom. The advertising industry was
worth over £ 19 billion in 2005 including production costs as well as media
expenditure (the advertising’s share of gross domestic product was 1.57%). The
slackening in consumer spending and other adverse economic circumstances
have resulted in a deceleration of advertising expenditure growth over the last
year.
The United Kingdom advertising expenditure (before inflation) has continued to
rise by 2.6% in 2005 following a revised increase of 6.5% in 2004. The annual
growth rate for 2005 was 0.6% in real terms (after adjusting for inflation)
compared to 5.1% in 2004 and represents the fourth year of positive growth
since the advertising recession of 2001.
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