earticle

영어

International advertising means the marketing communication by which international clients try to create or increase the demand by way of the offer of the information about their products or services and persuasion.
The function of international advertising can be classified like this: overseas market development, sales competition, sales maintenance. On the other hand, it also can be said that it is a part of public relations that aims to build and maintain mutually beneficial relations between a corporation and the public around it.
This study examines the activities of international advertising. It deals with the development process and present conditions of them in Korea and Japan, focusing on the each nation's corporations. The international advertising activities in both nations have in common in that they have been progressed form the phase of export advertising, multinational advertising to the globalization.