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
Was this article helpful?
Now You Can STOP Failing In Your Business And Become A Success Even If You’ve Tried Everything Before! I Easily Put An END To My Lack Of Success And Learned How To Develop Rules Of Conduct That Transform Organizations And Businesses And I'll Show You How YOU Can, Too! Are you sick to death of your business efforts going nowhere?