Foreign ads go farther with PR

Article Abstract:

Several multinational corporations based in the U.S., including Avon, DuPont, G.D. Searle, Johnson and Johnson, Union Carbide and Combustion Engineering, are finding that international public relations firms can do much to augment their overseas advertising campaigns. The services of a public relations consultant are especially helpful in areas related to foreign countries' local laws, media alternatives, consumer groups and environmental groups. Examples of services provided by various public relations firms are discussed, including the marketing of pharmaceuticals in Europe, the marketing of Nutrasweet in France (where laws heavily support the consumption of sugar), and the sponsoring of women's long-distance running events in Japan (by Avon).

Business, Public relations, Mass media, Mass media and business

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Translator takes a creative turn

Article Abstract:

Euramerica Translations Inc. has offered translation services to U.S. companies for eleven years, translating advertising copy into 40 languages. It has helped companies avoid embarrassing and harmful effects of literal translations that do not work, such as Nova meaning 'no go' in Spanish. Euramerica is putting together a handbook of case studies which illustrates why certain advertisements will not work in particular countries. After its acquisition by Ogilvy and Mather in 1981, Euramerica moved beyond translation services and started to develop international advertising campaigns. It has stressed its ability to develop campaigns in 40 languages from a U.S. base, thereby allowing clients to retain control of their campaigns.

Services, Translating services, Translation services, Euramerica Translations Inc.

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U.S.-based international billings in 1986

Article Abstract:

A survey of 26 major U.S.-based advertising firms revealed that their international billings accounted for $40 million in gross revenues; 21 of the world's largest advertising firms reported total revenues of $12 billion. The best billing year was reported by agencies handling tourist industry clients (such as hotels and air lines), since 1986 was an exceptional year for travelers to visit the U.S. due to the lower value of the dollar. Based on projected foreign exchange rates, advertisers are predicting a similar year for 1987 and even larger advertising budgets.

Advertising agencies

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