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Organizination And Management Of Advertising
Agencies And Advertising DepartmentsAn exhibitor should notice and respect cultural differences in dress formality and the exchange of
business cards.
Firms can also rent space in trade centers to display merchandise on a more permanent basis.
ADVERTISING IN FOREIGN MARKET
Developing, socialist and communist countries, emphasizing production and distribution efficiency,
usually react negatively towards advertising as a wasteful practice whose primary purpose is to create
unnecessary wants. Despite this reaction, advertising serves a very useful purpose – consumers all over
the world, irrespective of their countries’ political systems and level of economic development, need
useful product information.
INTERNATIONAL ADVERTISING – DEFINED
International Advertising is the practice of advertising in foreign or international media when the advertising
campaign is planned, directly or indirectly, by an advertiser from another country.
In order to advertise overseas, the company must determine the availability of advertising media in
the foreign country. Media may not be readily available in all countries or in certain areas within the
countries. Also, the techniques used in media overseas can be vastly different from the home country.
A full advertising research should be conducted into the overseas market before the firm or advertiser
can develop an effective overseas advertising campaign.
In addition to the regular advertising media, other media could be used in overseas such as Screen or
Cinema, Rural, and Stadium. (Onkvisit, and Shaw, 1993)
SCREEN (CINEMA)
In most countries, the cinema is a favourite activity for social gathering. People are regular movie goers
because of the limited television broadcasting and individual’s natural desire to go out to a place of
social gathering
Cinemas are classified as first class or second class and sometimes third class. The classification depends
on how soon new films are shown at such cinema. They usually open at noon during the weekdays and
earlier on weekends and public holidays.