Determinants of International Media Purchasing: A Survey of Media Buyers
调查了参与国际媒体购买的媒体购买者，评估国际广告的特征及选择媒体载体的因素，发现国际广告占比较小且集中于商业高管群体。
Abstract A survey of media buyers involved in the purchase of international media was carried out to assess the character of international advertising and the factors used to select media vehicles. It was found that international advertising, as opposed to local-country advertising by international corporations, is a relatively small portion of total advertising activity and tends to be concentrated on a well-defined target audience of business executives.