ERIC Number: ED189616
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Multinational Advertising Agencies in Latin America.
An overview of the international expansion of advertising agencies based in the United States is presented in the first part of this paper. The various types of strategies used by the agencies in their expansion efforts are discussed along with some of the problems they have faced. The second part of the paper focuses specifically on the expansion of these agencies into Latin America. Data is presented on agency billings from 1960 to 1977 and the volume of billings of American agencies is compared with that of local agencies in Brazil, Venezuela, Mexico, and Argentina to demonstrate the dominant position that the American agencies occupy in the advertising industries of each of those countries. The effect of American advertising on the development of Latin American mass media systems is also discussed. (Author/FL)
Publication Type: Speeches/Meeting Papers; Information Analyses
Education Level: N/A
Authoring Institution: N/A
Identifiers: Latin America
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (63rd, Boston, MA, August 9-13, 1980).