What issues must be considered in selecting an advertising agency for global advertising?
What will be an ideal response?
Care should be taken in selecting advertising agencies, particularly when entering a new market in a foreign country. The following issues should be considered: (a) company organization—companies that are decentralized may want to leave the choice to the local subsidiary; (b) national responsiveness—the global agency should be familiar with the local culture and buying habits in a particular country. If not, a local agency might be more suitable; (c) area coverage—does the agency cover the areas, regions, or countries targeted; and (d) buyer perception—what kind of brand awareness does the company want to project? For example, if a product needs a strong local identification, it would be best to select a national agency. Despite the trend toward using global agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly.
You might also like to view...
Due to potential legal problems, many companies have a policy that prevents employees from providing recommendation letters
Indicate whether the statement is true or false.
Which of the following is not an example of waste?
a. Overproduction of products. b. Safety hazards that cause injury. c. Stand-alone processes that are not linked to upstream or downstream processes. d. All of the above are examples of waste.
Members of Generation Y are most likely to influence
A. retirement plans. B. children's designer clothing lines. C. video games. D. automobile design. E. health care and insurance.
A stop-payment order can be issued either by the drawer or the payee
Indicate whether the statement is true or false