chapter  4
17 Pages

The Transnational Advertising Agency: Global Messages and Free Market Competition

The TNAA thrives on a free enterprise system grounded in competition; a system that requires aggressive marketing and advertising strategies to create consumer demand and increase market share. Major advertisers no longer limit themseIves to domestic markets. Examples of global advertisers include Coca-Cola, Ford, Shell, AT&T, General Foods, Exxon, Colgate-Palmolive, Procter and Gamble, Unilever, and Nestle.2 As large corporations become increasingly transnational in scope, they are faced with the need to create a unified marketing strategy in order to efficiently deveIop consumer bases across national boundaries.3