THE DICHOTOMY OF ADVERTISING AGENCY SELECTION AND MEDIA DECISIONS: APPLICATIONS IN INTERNATIONAL MARKETS

This research examines two neglected areas in international advertising campaigns: (1) the impact of managers' cultural orientations on agency selection and (2) the relationships between managers' perceptions of factors of media selection and agency selection. Data were generated from a ma...

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Bibliographic Details
Published inJournal of competitiveness studies Vol. 28; pp. 238 - 250
Main Authors Kanso, Ali M, LeBlanc, H. Paul
Format Journal Article
LanguageEnglish
Published American Society for Competitiveness 22.09.2020
Subjects
Advertising agencies
Advertising campaigns
International economic relations
International marketing
Publishing industry
United States
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ISSN2330-4103

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Summary:This research examines two neglected areas in international advertising campaigns: (1) the impact of managers' cultural orientations on agency selection and (2) the relationships between managers' perceptions of factors of media selection and agency selection. Data were generated from a mail survey to American advertising executives whose firms sell consumer durable goods in overseas markets. The findings reveal: (1) culturally-oriented managers, more than non-culturally oriented managers, use foreign advertising agencies and (2) managers' perceptions of general and specific factors of media selection do not influence their selection of advertising agencies.
ISSN:2330-4103