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 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 [...]