Media Buying and Selling in the New World of Global Advertising
The big challenge facing international corporations
Percy FahrbachandHenry MyerOrtellGruner + Jahr International
For many people in the international advertising world the word 'global' is just a pretentious word. Nobody, it seems, knows for sure what it means. Ask a typical media planner in a media buying service owned by a global advertising agency that is part of a global network about the term and you will not get much of an answer.
'Well, global is sort of worldwide,' a planner explained the other day, 'a bit...