The 4a's

Abstract

The decision to enter a foreign market is one that must be arrived at carefully. There are four main strategies used exporting, outsourcing, licensing and wholly owned subsidiaries. Each has their own distinct advantages and disadvantage and each can be a viable strategy depending on several factors. Areas to be considered are the type of product or service being marketed, the foreign market conditions, and the wants and need of the prospective consumers. These factors and others, when combined with the level of risk that potential investors are willing to accept, determines the appropriate market entry strategy.

The 4A’s

The American Association of Advertising Agencies (4A’s) is recognized as a leader in the marketing communications industry. It is not unlike many other professional organizations throughout the world. The 4A’s sees it as their duty to not simply counsel its members and share insights on management and agency operations, but also to work as a dynamic force with government (both local and national), lobbying groups, and other trade associations.

The 4A’s strive to accomplish these goals through their Washington, DC office which promotes diversity and inclusion at all levels of agency business, by representing its membership in negotiations with unions and talent, and through partnering with other trade associations and groups to promote the positive aspects of the marketing communications industry. This paper will highlight the various aspects within communications marketing influenced by the 4A’s as well as the services provided to members which benefit the industry as a whole.

Services Offered

The 4A’s designs, manages, and monitors benefits and insurance programs exclusively for their members. Working with 4A's Benefits offers significant advantages for member agencies of all sizes. Their program offerings have competitive costs and offer outstanding features, personalized service, and much more. Larger...