The internationalization of advertising services in a changing regulatory environment
Article Abstract:
Studies show that the worldwide expenditure on advertising has increased faster than world gross product during the late 1980s. Large and small companies characterize current organizational structures. Large firms with transnational networks coordinated by holding companies could best service multinational clients. Trade in advertising services is difficult due to barriers to market access and the conflict between national regulatory environments and opportunities made by global agreements. Technology rather than trade liberalization could influence the internalization of agencies.
Publication Name: The Service Industries Journal
Subject: Business, international
ISSN: 0264-2069
Year: 1995
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Diagnostic and predictive advertising pre-testing
Article Abstract:
Recent research based on interviews with key figures in the advertising industry has looked at the advertising pre-testing requirements of marketing and advertising practitioners. It was found that there is strong demand for more diagnostic advertising pre-testing which allows practitioners to really understanding the consumers' views. Pre-testing should assist in advertisement development, rather than be simply one more advertising process.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1996
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