Короткий опис (реферат):
The article reveals the current problems and tasks of the international marketing activities of advertising
agencies. The main factors that cause modern problems and tasks of advertising agencies’ international marketing
activities, are studied and described in the article: the culture and level of development of the country; language
features; economic situation; legislative acts; country-specific ways of advertising distribution; competition. It
justifies the need to develop individual slogan and advertising text for each individual country when preparing an
advertising campaign on the international market. The restrictions on the advertising of certain groups of goods in
different countries are analyzed. The reasons for limiting the availability of media in different countries are
desclosed in the article, as well as ways to circumvent these restrictions: replacing radio communications with
advertising texts on the street or in magazines, using satellite television, the Internet. It substantiates the possibility
of circumventing media access restrictions through the use of satellite television and the Internet, which essentially
have become an international media. The factors that must be considered when using television as a means of
advertising in different countries are outlined. The article explains the excess of the level of costs in international
marketing in relation to the domestic market and possible ways to reduce them. The relevance of the problem of
choosing between standardization and adaptation of international advertising is substantiated. The main reasons for the adaptation of advertising are disclosed, such as: legislative norms and macro environment factors of international marketing. It includes national-cultural factors causing the need for legal, economic and cultural adaptation of advertising.
