Single Act of Luxembourg on 1 January 1992 established, for the greater part, uniform rule for the conduct of business activities throughout the European Economic Community (International Trade Administration, 1990, March, pp. ix, xi). Thus, whether the marketing venue is France or Ireland or elsewhere in the European Community, rules, regulations, and practices related to the conduct of business activities may be expected to be similar.
The advertising of alcoholic beverages is restricted in France (Tilles, 1995, p. 16). Television advertising of alcoholic beverages is prohibited, and billboards in sporting events are countenanced only if the product is on sale at the stadium. Most advertising for Absolut brand vodka products appears in mass market print media (Hollreiser, 1994, p. 32). Calfee and Scheraga (1994, pp. 287-310) determined through the conduct of an empirical study based in econometrics that advertising does not have a significant effect on alcohol sales in
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