Changes in concentration of advertising expenditures among the leading national advertisers in the United States 1970-1988: a note

Article Abstract:

Six measures of concentration and the advertising expenditures of the 100 leading advertisers in the US reported by Advertising Age were used in a study of advertising concentration between 1970 and 1988. The analysis showed that advertising concentration levels varied during the 1970s and steadily increased since the early 1980s. Advertising concentration between all of the two-year periods covered by the study did not change significantly. In addition, the industry type and the nationality of the advertisers were not significant factors in the level of advertising concentration.

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International advertising strategies of multinational enterprises in the Middle East

Article Abstract:

A new study investigates the amount to which advertising strategies are standardised for a sample of multinational companies active in Middle Eastern markets. It is shown that, in most cases, the companies follow the strategies of their home market.

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International advertising strategies of multinational enterprises in the Middle East

Article Abstract:

Issues concerning multinational companies in the Middle East are discussed with emphasis on the standardisation of their advertising strategies. The results reveal that most firms keep to strategies established in their home market.

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