An Analysis of Headquarters Executive Involvement in International Advertising

Abstract

This second part examines the role of headquarters management in international advertising from a decision making viewpoint. It presents the results of a study conducted among twenty‐eight US‐based multinational corporations, focusing on the four key international advertising decision areas of establishing objectives, establishing the budget, determining a creative strategy and media selection.

Citation

Wills, J.R. and Ryans, J.K. (1977), "An Analysis of Headquarters Executive Involvement in International Advertising", European Journal of Marketing, Vol. 11 No. 8, pp. 577-584. https://doi.org/10.1108/eb027329