Determinants of International Media Purchasing: A Survey of Media Buyers
- 1 October 1988
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 17 (3) , 22-26
- https://doi.org/10.1080/00913367.1988.10673120
Abstract
A survey of media buyers involved in the purchase of international media was carried out to assess the character of international advertising and the factors used to select media vehicles. It was found that international advertising, as opposed to local-country advertising by international corporations, is a relatively small portion of total advertising activity and tends to be concentrated on a well-defined target audience of business executives.Keywords
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