U.S.-Based International Advertising Seen to Be Growing

Article Abstract:

There have been several major developments in United States international advertising. Advertising agencies are acquiring other agencies both in the United States and abroad. There is also a growth towards worldwide campaigns. For a while, international product advertising stressed similarities such as brand and logo. In the 1970s, as competition became fiercer, advertisers began to fine tune their advertising in an effort to reach specific nationalities. There again appears to be a trend towards worldwide campaigns, although there is some controversy over how effective worldwide campaigns are for all clients. The success of cable television and satellite transmissions as media will require the development of regional brands and advertising strategies. The United States and Europe have been the traditional advertising markets. That is changing too. The Western Pacific is now a major growth area.

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Who Is Talking about Regulating Advertising..

Article Abstract:

More and more overseas countries are taking steps to restrict advertising, particularly in the Third World. United States advertisers are particularly dismayed by the possibility of international regulations. Advertising associations are beginning to speak up against such regulations and restrictions. Some organizations are attempting to establish codes for self regulation of the industry. The efforts of the Association of National Advertisers (ANA), the American Association of Advertising Agencies (AAAA), and the International Advertising Association (IAA) are described.

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Viewing Satellite Advertising through a Crystal Ball

Article Abstract:

An interview with Thierry Demogue, vice president and director of international media services at BBDO International, is detailed. The potential of satellite advertising is discussed. Expected changes in international advertising are discussed including pan- European advertising. Tips for advertisers involved in satellite broadcasting are also discussed. Advertisers should begin to test satellite advertising now so that they will be ready when the new information technologies are fully developed.

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