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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