The Use of Advertising Agencies for Foreign Markets: Decentralized Decisions and Localized Approaches?

This study investigates kinds of advertising agencies used by American multinational corporations to advertise in non-domestic markets. It also examines relationships between types of advertising approaches and kinds of advertising agencies, and between types of advertising decisions and kinds of advertising agencies used by multinational corporations. Findings reveal that American firms use a foreign advertising agency more than they use an American agency with overseas branches. The study suggests a trend towards some degree of decentralization of advertising efforts and emphasizes local adaptation to a changing advertising environment in non-domestic markets.