MOVING TOWARD REGIONALISM

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Moving toward regionalism

Among international advertising decision-makers responding to a survey whose advertising decisions will be changing in the next two years, an increasing num

HOW DECISIONS WILL CHANGE

RESPONSE BY INDUSTRY

Consumer High-tech/ Luxury

Change TOTAL Airlines Automotive products telecom Hotels goods

Create a consistent global ap proach, determined solely by þworldwide headquarters 39% 71% 17% 40% 36% 25% 80%

Involve more regional input 31% - 8% 47% 50% 37% 20%

Decentralize the decision-mak ing process so that each local þmarket will make its own advertising decisions 13% - 42% 7% 7% 13% -

Other 12% 29% 25% 7% - 13% -

Don't know 5% - 8% - 7% 13% -

CURRENT BUDGET ALLOCATION

RESPONSE BY INDUSTRY

Consumer High-tech/ Luxury

TOTAL Airlines Automotive products telecom Hotels goods

Each pan-geographic region de termines its own needs, peti tioning headquarters for a budget 28% 46% 29% 30% 25% 23% 17%

Each individual market has a þdifferent strategy with a differ ent means of funding advertis ing budgets 28% 8% 29% 45% 39% 14% 22%

Worldwide headquarters deter mines the total allocation, con trolling the budget directly 20% 29% 11% 9% 25% 23% 26%

Several budget sources (e.g., þcorporate/worldwide and local þbudgets) 15% 13% 14% 6% 11% 32% 17%

Other allocation method 9% 4% 18% 9% - 4% 17%

No answer 1% - - - - 4% -

Source: Advertising Age International and SIS international Research, New City, N.Y.

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