Companies prefer to _____ the international advertising and promotion function so that all decisions about agency selection, research, creative strategy and campaign development, media strategy, and budgeting are made at the firm's home office.

Question

Quizplus · Accepted Answer

Centralizing the international advertising and promotion function allows the firm's home office to have greater control and oversight over all decisions related to agency selection, research, creative strategy and campaign development, media strategy, and budgeting. This can help ensure consistency in branding and messaging across different markets and also allow for economies of scale in terms of resource allocation and cost management.

Companies Prefer to _____ the International Advertising and Promotion Function