Taking the Mystery out of Advertising Internationally
Article Abstract:
The majority of United States companies who advertise internationally work through an industry known as international media representation. Publishers' representatives work between an advertising agency or client and the foreign publication. There are about ninety companies in the United States that represent five or more foreign journals. Publisher representatives agree that working with them gives a client greater control and consistency over the complex process of advertising in a foreign publication. It also eliminates language and technical problems. Publishers' representatives are concerned about decentralization in the United States marketplace. Decentralization has led to media planning and media buying directly from international branches. The representatives also express regret that United States companies still tend to concentrate on the domestic market. Representatives expect that at some point in the future the United States will get more involved in exports.
Publication Name: Advertising World
Subject: Business
ISSN: 0163-9412
Year: 1984
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IAA Leads the Way for Worldwide Advertisers
Article Abstract:
The International Advertising Association (IAA) is a worldwide organization that represents professionals in advertising, marketing and other related businesses. The IAA has been granted status as a non-governmental organization at the United Nations. Observers expect the IAA to use its status to support the industry's stance against a rising trend of regulating advertising around the world. IAA's membership includes forty-five chapters in thirty-eight countries. The organization will offer cooperation with governments in the area of legislation and regulation. IAA will also work with educators and consumer groups to create a better understanding for the role of advertising.
Publication Name: Advertising World
Subject: Business
ISSN: 0163-9412
Year: 1984
User Contributions:
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