Consumer Goods Promotions in Developing Countries

Consumer-goods multinationals make extensive use of promotions in advanced markets. But can they be as selective in their use of media in developing countries? This study of 61 subsidiaries in developing country settings shows few differences in media usage among various types of consumer non-durable products, suggesting that MNCs use whatever media they can. In contrast, usage of sales promotion tools is variable by type of consumer good, indicating MNC preferences for company-initiated and company-controlled promotions.