Lower dollar raises expectations

Article Abstract:

The devaluation of the U.S. dollar is improving sales for U.S. exporters, in particular for those that export to Western Europe. Advertising budgets will reflect this increase as well. U.S. exporters are also getting a break because Japanese prices have increased due to the strength of the yen in comparison to the dollar. International media buying has been affected by the weaker dollar, in that more ad space is being purchased in the U.S. Among the U.S. industries expected to increase their European advertising are exporters of high-tech goods.

Management, Europe, Economic aspects, Foreign exchange, Advertising campaigns, Export sales contracts

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Similarity of cultures simplifies advertising to the Pan-Arab world

Article Abstract:

The Middle Eastern regional market, composed mainly of Arabs, represents a viable international market. Since the region is dominated by a homogeneous group, a mass media industry is ripe for public consumption. Publishing, historically, has been strongest in Lebanon, before civil strife occurred. Currently, Egypt and Kuwait are developing into the Pan-Arab media centers, although most publications for the Middle East are prepared in London or Paris.

Marketing, Middle East, Mass media, Arabs

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