What in the World is Going On?

Abstract

Advertisers grappling with the vagaries of a global marketplace require a perspective that is comprehensive of the issues affecting their craft. The trade press is one information source that is commonly mined by agency researchers seeking to remain current on the international front. This article attempts to transform impressions gained from such casual reading into a more systematic and useful framework for interpreting the global marketplace. Drawing on a content analysis of information presented in the pages of the "International" section of the trade paper Advertising Age, a perspective of international marketing is advanced, the utility of that perspective to advertising researchers is explored, and the implications of that perspective for international advertising strategy are examined.

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