Advertising Executives′ Perceptions of Satellite TV′s Potential Impact on the European Market

Both British and European advertising executives foresee satellite television (STV) having an increasingly dramatic impact on the European marketing scene during the 1990s (and beyond). While disagreeing somewhat as to the magnitude and direction of the impact, each group finds STV altering consumer viewing habits, increasing the importance of global brands and accelerating the use of “single”European‐wide themes/campaigns. European STV′s importance in terms of changing organisational strategy, as well as its effect on the growth of headquarters promotion control, is explored. Certainly, British and European marketers need to be increasingly conscious of STV′s potential for producing change and include this knowledge in their future marketing plans.