alexa Making sure your Canadian advertisement does not sink your sale
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Susan S Jarvis, William W Thompson

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Until recently, most US companies engaged in international sales were large multinational enterprises (MNEs). Today, however, an increasing number of smaller US businesses are entering foreign markets. US sales in Canada are predicted to rise significantly in the future, especially with the full implementation of NAFTA. Many of these small companies have little or no experience in advertising their goods or services in a foreign market. Failure to recognize certain elements of foreign advertising can result in adverse financial and/or legal consequences. Identifies two specific topics a business should address before placing an advertisement in the Canadian market: an overview of Canada′s comprehensive advertising laws; and Canadian social/cultural constraints as reflected in advertisements.

This article was published in Journal of Consumer Marketing and referenced in Journal of Mass Communication & Journalism

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