Managerial implications of the international advertising
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Advertising, as one of the most visible forms of communication and as an element of the promotion mix, is critical tool for an international oriented company. Viability and effectiveness of international advertising depends upon the climate for that advertising in the foreign markets of concern as well as the differences in the availability and usefulness of advertising media. Internet impacts on markets, competition, and buyer-seller relationships and it then may be applicable for global advertising.