Agency Selection

One of the most important decisions for a firm engaged in international marketing is the choice of an advertising agency. The company has three basic alternatives in selecting an agency to handle its international advertising. First, it can choose a major agency with both domestic and overseas offices. Many large agencies have offices all over the world and have become truly international operations. Some Western agencies have opened offices in Eastern Europe and Russia to create ads for the multinational companies participating in the free-market economies that are developing in these countries. Global Perspective 20-3 discusses how many agencies are moving

Belch: Advertising and I VII. Special Topics and I 20. International I I © The McGraw-Hill

Promotion, Sixth Edition Perspectives Advertising and Promotion Companies, 2003

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Thinking Big and Getting Rich

Thinking Big and Getting Rich

From rags to riches – it happens more often than you might think. In fact, it could be you! Are you content with life as it is or do you find yourself dreaming your way to riches? If you answered yes, then you are definitely on the right track because without your imagination – without dreaming – you are not going to get there.

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