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...
You are the manager of a downtown restaurant. Recently, you have begun having problems with graffiti being sprayed onto the outside mansonry walls of the restaurant. You've just repainted and the place looks great, but you don't want to have to repaint constantly. What can you do to make it easier to clean graffiti off the walls?
a. apply a mixture of household bleach, vinegar, and water to the walls b. use an alkaline cleaner c. apply a clear acrylic sealer to the walls d. there is nothing you can do about this problem, beyond repainting when necessary
Which of the following actions would make Sarah liable for battery?
A) She publishes an article asking the current U.S. President to quit because she thinks he is not doing a good job. B) She extends her backyard fence, encroaching on two feet of her neighbor's land. C) She smuggles marijuana into the country. D) She slaps her ex-husband because he denied her alimony.