Abstract
This article presents the results of a study of the attitudes of US and Japanese advertising agency executives towards ‘awareness advertising’—the practice of multinational firms advertising their products in markets where these products are neither allowed to be commercially imported nor manufactured. The results indicate that while a number of advertising agencies have developed awareness-advertising programmes for their clients in several markets, not everyone is convinced about its usefulness. The respondents are generally in agreement that awareness advertising makes sense for certain kinds of products more than for others, but there is some doubt expressed about whether the benefits from such advertising would outweigh the costs. Several questions for further research on awareness advertising are suggested.
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