ABSTRACT
This chapter provides an overview of the advertising industry structure in Latin America and some of the factors that are driving changes in the way companies market their products. We will focus our attention on three main points. First, the clarification of the geographical and cultural definition of Latin America as a significant factor for the proper design of advertising strategies; second, multinational advertising trends in general in Latin America; and third, some specifics about the advertising industry in one of the medium-sized markets of the region, Colombia.
