Advertising in France

Abstract

In France, two kinds of advertising institutions must be distinguished:

• 1 Actors intervening directly in advertising production and who deal with the bulk of the advertising expenditure: advertisers, advertising agencies, mass media, media brokers and media selling firms;

• 2 Actors intervening indirectly in advertising production:

With a contribution from: Evelyne Santier, Managing Director of the IREP: Institut de Recherches et d'Etudes Publicitaires (French Institut for Research and Studies on Advertising and Communication. Special thanks to: - Philippe Legendre, Director of the AACC: Association des Agences Conseils en Communication (French Association of Advertising Agencies). - Alain Gandon, Director of the RECMA Institut - François Nicolon, Marketing Director of the Sécodip Institut - John Bramley, Associate Professor and Head of Department of Languages, ICN