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Journal Article

Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments

John S. Hill and Alan T. Shao
Journal of International Marketing
Vol. 2, No. 2 (1994), pp. 29-48
Stable URL: http://www.jstor.org/stable/25048541
Page Count: 20
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Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments
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Abstract

While much attention in the international advertising field has been given to message standardization-adaptation, the scope of multicountry campaigns has been a neglected area. In this 15-agency/344-affiliate survey of transnational advertising activities, smaller, regional campaigns were found to be the most popular form of transnational advertising. Agencies executing these types of campaigns had smaller client bases and implemented fewer multicountry campaigns than those covering more extensive major market or global campaigns. Agency affiliates participating in globally comprehensive campaigns were more likely to be wholly owned than those involved in regional or major market advertising efforts. Parent agencies exercised little influence over affiliate participations in multimarket campaigns.

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