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Vienna/ Los Angeles (pte035/18.03.2003/15:17) - The war in Iraq signals the end of hopes that advertising might recover from two years of weak results.
While spending on advertising were expected to increase marginally and return to about 3.3 per cent growth in the United States in 2003, little or no growth was expected in Europe - and the situation is made all the more difficult with war approaching.
In Austria a slight upswing had been expected the advertising sector this spring, but analysts say the war in Iraq will have an effect, even if only psychological, on ad spending.
Walter Ruttinger, head of the Professional Association for Advertising and Market Communication http://fachverbandwerbung.at has carried out an analysis of spending on advertising in Austria over the past ten years. He concluded that the Austrian ad market reacted strongly to the general political and economic situation. When the economy is weak, spending decreases significantly. Ruttinger believes a war in Iraq will dampen the optimism that has come up in advertising in the past months.
In the United States, the industry will be watching the Oscar ceremony as an indicator of performance in the branch and major firms have already changed their content for fear of alienating consumers. The DeBeers group will not, for example, run its Mother's Day advertising slogan "The mother of all Mother's Day gifts" because this might be associated with the phrase "The mother of all wars". (newsfox-special Iraq)
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