1. March 15, 20046. Transatlantic Dialogue Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany 6. Transatlantic Dialogue, Düsseldorf

2. March 15, 20046. Transatlantic Dialogue Global Advertising Market: Key Components Changing Global Advertising Industries Globalization of Campaigns New Approaches

3. March 15, 20046. Transatlantic Dialogue Changing Global Industries Increase of Worldwide Operating Agencies Intense Competition for World Markets and Sophistication of Consumers Diversification of Product Lines by Major Advertisers: Vertical and Horizontal

4. March 15, 20046. Transatlantic Dialogue Globalization of Campaigns Formerly: Overcompensation of cultural differences and national markets Today:Worldwide standardized Marketing Mix Future: more globally sophisticated Ad Strategies

5. March 15, 20046. Transatlantic Dialogue New ‚Individualized‘ Approaches Global /Local Transnational Fragmentation

6. March 15, 20046. Transatlantic Dialogue New ‚Individualized‘ Approaches ‚ Contact‘ Tool Communication Tool

7. March 15, 20046. Transatlantic Dialogue Global Predictions: Recovery and Growth Growth of worldwide advertising markets from 3.4 % to 5%, USA, Europe, Asia (Aegis, UK) Online Ad Markets: Growth Factors on Key Markets

8. March 15, 20046. Transatlantic Dialogue Digital Culture U.S.: Framework Pluralism / Commercial De- and -unregulated Convergence of technologies and content Multi-Channel Environment

9. March 15, 20046. Transatlantic Dialogue Ad Market Coordinates: U.S. Growth of Overall Ad Market (Ad Sales) to $ 128 Billion Decrease Ad Sales of Network Television (Growth by around 1% (20 Billion.) Increase of Internet by 15 % ($ 6 Billion) Increase of Advertising in Cable Channels Increase Regional Print Media, Decrease National Print Media

10. March 15, 20046. Transatlantic Dialogue ‚Individualization‘ in Micromarkets Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels Nationwide Micro-Competition Sophisticated Micro-Campaigns Micro-Formats

11. March 15, 20046. Transatlantic Dialogue Digital Culture Germany:Framework ‚Public‘ Service Model/ Media as ‚Cultural Entity‘ Regulated (decentralized) Segmented convergence Limited Channel Capacity DVB-T