- Elgar European Law series
Chapter 8: Advertising and marketing law
In modern marketing conditions, a successful commercial strategy involves more than offering a product or service for sale. Closely interwoven with the product or service is the advertising and marketing campaign which supports it. For new brands, in particular, it is scarcely conceivable that significant numbers of consumers will be induced to buy an unfamiliar product or service in the absence of investment in a strategy designed to draw consumers’ attention to the qualities of the newcomer to the market. This is plainly of particular relevance to the process of European market integration. A traditional French product will be unlikely to make much headway into the German market, where it is unknown, unless accompanied by an advertising campaign and sustained by an effective distribution network. Advertising and marketing strategies are major features of the modern market economy and they are indispensable in securing changes in existing market patterns.
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