Promotions Across Frontiers

Miles Hanson

The author suggests that as globalisation continues and the UK's below-the-line sector matures promotional agencies are playing a leading role in many international developments.

Globalisation

Promotions Across Frontiers

Miles Hanson The Marketing Store

As globalisation continues, and the UKs below-the-line sector has matured and become more sophisticated, marketers are extending their geographical scope and are testing those uncertain waters of international markets known as cross-border promotions. It is the UK promotional agencies that are playing a lead role in many of these international developments.

THE PROMOTIONAL LAG

Nothing new, you might say. Big multinational brands began to introduce global advertising campaigns back in the 1970s. Despite this trend, however, there still are not many truly global campaigns and, in particular, the globalisation of...

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