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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. Keywords: advertising agency selection, international markets, cultural factors, INTRODUCTION The world has become a global market. Many companies now sell their products, services, and ideas to as many customers as possible. They depend heavily on foreign markets and [...]

Research on American companies providing overseas consumer services suggests that perceived differences in lifestyles can hamper universal advertising campaigns, and that local communication expertise is necessary. Implications are discussed.

Promotional products (also known as specialty advertising products) are now an essential part of integrated marketing communication efforts. Their usage as a promotional business medium involves the conceptual packaging and distribution to targeted audiences of useful articles of merchandise imprinted with a sponsor's message. The industry's sales volume now tops $15 billion annually with one of the fastest growth rates among all advertising media. Though the increased application of promotional products has been remarkable, the industry's history has been neglected. This article traces the medium's development from its primitive beginnings on metal buttons to advances that encompass almost every product or service. Along with historical analysis, the article assesses the strengths and limitations of promotional products for today's marketing decision makers. Information clutter, audience segmentation, increased competition for share-of-market, rising costs of mass advertising, and a proven record in solving many communication problems continue to make use of specialty promotional products a viable alternative to mainstream media. [ABSTRACT FROM PUBLISHER]