Advertising and Promotion Overseas

  • James M. Livingstone
Part of the Macmillan Studies in Marketing Management book series


The problem of measuring the effectiveness of advertising and other promotional methods is well known: nowhere is the problem greater than in foreign markets where legal controls on advertising, tastes and cultural attitudes may be different from those with which the exporter is familiar in his home market. This problem poses a substantial dilemma in some instances, namely whether to standardise advertising and promotional methods in all markets, at the risk of being saddled with an inappropriate promotional message in some; or whether to leave the decision to a representative in the local market, e.g. an agent to choose a method of advertising and promotion, with the exporter having little or no say on the matter. The problems this causes are most acute in the underdeveloped world, particularly where cultural and even religious pitfalls have to be guarded against; and also in the various Communist countries where the attitude to advertising varies from puritan disapproval to virtual acceptance. This chapter also reviews some of the conventional issues and subdivisions in advertising, e.g. as between consumer and industrial products, and considers to what extent these have to be amended in foreign markets.


Trade Fair Foreign Market Home Market Advertising Campaign Advertising Expenditure 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Further References

  1. Central Office of Information : Worldwide Export Publicity.Google Scholar
  2. F. Jefkins, Public Relations in World Marketing (Crosby Lockwood, 1966).Google Scholar
  3. S. Black, Exhibiting Overseas (Pitman, 1971).Google Scholar

Copyright information

© James M. Livingstone 1976

Authors and Affiliations

  • James M. Livingstone

There are no affiliations available

Personalised recommendations