The Internationalisation of Advertising

World expenditure on advertising has grown faster than world gross product in recent years. Organisational structure is highly dichotomised between small and large firms: the latter have engaged in restructuring into major transnational networks co-ordinated by holding companies. This is the most effective way to service multinational clients which have globalised product development but sell locally. But trade in advertising services is restricted by barriers to market access, national treatment and the opportunities created by global agreements such as the GATS. Technology may, however, be a more important influence on the internationalisation of agenceis than trade liberalisation.