Making Contacts

After a company has identified its most promising markets

and devised strategies to enter those markets, the next

step is to actually locate a buyer. If that buyer is the

end user of a company's product or service, a relatively

simple transaction may result. In many cases, however, U.S.

exporters need an in-country presence through a

representative or distributor to reach the eventual buyer.

Alternatively, the firm may identify customers through

attendance at trade shows, trade missions, direct mail

campaigns, and advertising.

Regardless of how the exporter makes contacts and develops

sales leads, the exporter faces many questions:

*    Specifically who are potential buyers?

*    What trade shows are the most effective?

*    Which marketing techniques are most successful?

In this chapter U.S. exporters will find the means to

answer these questions. The marketing techniques described

are by no means exhaustive. However, the chapter describes

sources of assistance in locating buyers, evaluating trade

missions and shows, and conducting other programs designed

to make contacts.

DEPARTMENT OF COMMERCE CONTACT PROGRAMS

The U.S. Department of Commerce can help exporters identify

and qualify direct leads for potential buyers,

distributors, joint venture partners, and licensees from

both private and public sources. Along with its various

product, country, and program experts, the Department of

Commerce has an extensive network of commercial officers

posted in countries that represent 95 percent of the market

for U.S. products.

Services and publications available through the Department

of Commerce are listed in this section. Exporters should

contact the nearest Commerce district office (see appendix

III) for more information or contact Export Promotion

Services, U.S. Department of Commerce, 14th Street and

Constitution Avenue, N.W., Washington, DC 20230; telephone

202-377-2505.

Export Contact List Service

The ECLS provides mailing lists of prospective overseas

customers from Commerce's automated worldwide file of

foreign firms. It identifies manufacturers, distributors,

retailers, service firms, and government agencies. A

summary of the information on the company includes name an

address, cable and telephone numbers, name and title of a

key official product and service interests, year

established, and additional data.  The lists are drawn from

an on-line search of Commerce data on the bas of the market

or company criteria specified by the exporter. The

information is available either as cheshire or gummed

mailing labels o as a summary printout of company data.

Cost is 25 cents per name, with a minimum order of $10.

Trade Opportunities Program (TOP)

This service provides timely sales leads from overseas

firms seeking t buy or represent U.S. products and

services.  U.S. commercial officers worldwide gather leads

through local channels. Lead details such as

specifications, quantities, end use, and delivery and bid

deadlines ar telexed daily to the computer center in

Washington, D.C., reviewed, an then immediately posted on

Commerce's EBB. Users can retrieve the TOP files (and all

other files) from the EBB each day through a personal

computer and modem. Subscribers may use, edit, or

redistribute the lea in any way they wish. A subscription

for all files on the EBB is $35 per year.

TOP leads are also published each day in the Journal of

Commerce. Othe trade information services such as TradeNet,

Intellibanc, Commodity Developers Trade Group, state trade

development agencies, and world trade centers also

distribute TOP leads and leads obtained from their own

services.

Agent/Distributor Service (ADS)

The ADS is used to locate foreign import agents and

distributors. It provides a custom search overseas for

interested and qualified foreign representatives on behalf

of a U.S. exporter. Officers abroad conduct the search and

prepare a report identifying up to six foreign prospect

that have examined the U.S. firm's product literature and

have express interest in representing the U.S. firm's

products.

The U.S. company is given the names and addresses of the

foreign firms names and titles of persons to contact,

telephone numbers, cable addresses and telex numbers, and

brief comments about the agent or distributor and its

stated interest in the proposal. A fee of $125 is charged

for this service.

ADS application forms may be obtained from Commerce

district offices.  Trade specialists at these offices can

help with preparing application and can provide guidance if

there are any factors barring the desired relationship.

World Traders Data Reports

The WTDR service provides a background report on a specific

foreign firm, prepared by commercial officers overseas.

WTDRs give such information as the type of organization,

year established, relative size, number of employees,

general reputation, territory covered, language preferred,

product lines handled, principal owners, financial

references, and trade references. Each WTDR also contains a

general narrative report by the U.S. commercial officer who

conducted the investigation concerning the reliability of

the foreign firm. A fee of $100 is charged per report.

Further information on this service is available from any

Commerce district office.

Commercial News USA (CNUSA)

CNUSA provides worldwide exposure for U.S. products and

services throu an illustrated catalog-magazine and

electronic bulletin boards. The catalog-magazine is

distributed through U.S. embassies and consulates business

readers in 140 countries. Copies are also made available to

international visitors at trade events around the world.

Current hard-copy distribution averages 110,000 copies,

with 10 issues per yea Information in CNUSA is further

disseminated by US&FCS posts or local organizations that

reprint all or part of the publication. CNUSA's electronic

distribution in key overseas markets reaches an additional

130,000 business readers. It operates through private

sector and government electronic business bulletin boards

in 15 countries.

Listings in CNUSA describe the major features of an export

product or service. The name, address, and telephone and

fax numbers of the U.S.  manufacturer or distributor are

included along with a photo or illustration. Several size

formats are available. A standard one-sixth page lists an

average of 40 to 60 words and costs $250; larger formats

may contain longer descriptions. The electronic versions of

CNUSA transmit the complete text of the magazine listings,

without illustrations, to EBB subscribers.

The CNUSA program covers more than 30 industry categories

and focuses products that have been on the U.S. market no

longer than three years.  Companies may also market

services and trade and technical literature through CNUSA.

Only pharmaceuticals, raw materials, agricultural

commodities, and items on the Federal Register Munitions

List are excluded from CNUSA. All products in CNUSA must be

at least 51 percent U.S. parts and 51 percent U.S. labor.

CNUSA also profiles up to three industries per issue with

high export potential. In these special industry sections,

U.S. firms may promote established products as well as new

models. Participants may purchase to three separate

listings per issue, each focusing on a single produc model.

A new product may be listed four times per year. CNUSA does

not feature descriptions of entire product lines or accept

camera-ready advertisements.

The trade leads generated by CNUSA help U.S. firms identify

potential export markets and make contacts leading to

representation, distributorships, joint venture or

licensing agreements, or direct sales. Overseas inquiries

come directly to participating U.S. firms an are address

coded to allow for tracking and program evaluation.

Interested firms should contact the nearest Commerce

district office f information.

DEPARTMENT OF COMMERCE TRADE EVENT PROGRAMS

Some products, because of their very nature, are difficult

to sell unless the potential buyer has an opportunity to

examine them in perso Sales letters and printed literature

can be helpful, but they are certainly no substitute for an

actual presentation of products in the export market. One

way for a company to actually present its products an

overseas market is by participating in trade events such as

trade shows, fairs, trade missions, matchmaker delegations,

and catalog exhibitions.

In today's international market, trade fairs are "shop

windows" where thousands of firms from many countries

display their wares. They are marketplaces where buyer and

seller can meet with mutual convenience.  Some fairs,

especially in Europe, have a history that goes back

centuries.

Attending trade fairs involves a great deal of planning.

The potential exhibitor must take into account the

following logistic considerations

*    Choosing the proper fair out of the hundreds that are

held every year.

*    Obtaining space at the fair, along with designing and

constructing the exhibit.

*    Shipping products to the show, along with unpacking

and setup.

*    Providing proper hospitality (refreshments and so on),

along with maintaining the exhibit.

*    Breaking down and packing the exhibit, and return

shipping.

There are many excellent international trade fairs, both

privately run and government sponsored. A trade magazine or

association can generall provide information on major

shows. Because of the many considerations facing

exhibitors, a company may wish to attend a Department of

Commerce-organized U.S. pavilion overseas.

Certified Trade Fair Program

The Department of Commerce Certified Trade Fair Program is

designed to encourage private organizations to recruit

new-to-market and new-to-export U.S. firms to exhibit in

trade fairs overseas. To receiv certification, the

organization must demonstrate that (1) the fair is leading

international trade event for an industry and (2) the fair

organizer is capable of recruiting U.S. exhibitors and

assisting them with freight forwarding, customs clearance,

exhibit design and setup, public relations, and overall

show promotion. The fair organizer must agree to assist

new-to-export exhibitors as well as small businesses

interested in exporting.

In addition to the services the organizer provides, U.S.

exhibitors ha the facilities and services of the Department

of Commerce available to them. Commerce can also

*    assign a Washington contact person to coordinate

Commerce assistance;

*    operate a business information office, which can

provide meeting space, translators, hospitality, and

assistance from US&FCS personnel to U.S. exhibitors

and foreign customers;

*    help contact buyers, agents, distributors, and other

business leads and provide marketing assistance; and

*    authorize use of the certification logo and provide a

press release on certification.

Foreign Buyer Program

The Department of Commerce encourages foreign buyers to

attend selecte U.S. trade shows. US&FCS selects leading

U.S. trade shows in industries with high export potential.

U.S. firms are assisted in fulfilling their international

business objectives through their participation in selected

U.S. trade shows where they can meet foreign buyers,

distributors, potential licensees or joint venture

partners.

Through the Commerce district offices, international trade

specialists are ready to take exhibiting U.S. firms through

the exporting process and provide counseling to them before

the trade show. In addition, an international trade

specialist is available at each show to provide on-the-spot

export counseling. The Foreign Buyer Program is also an

excellent means for experienced exporters to penetrate new

markets.

For additional information contact a local Commerce

district office or U.S. and Foreign Commercial Service,

Export Promotion Services, Room 2118, Washington, DC 20230.

For an application and additional information telephone the

Foreign Buyer Program manager at 202-377-0481.

Matchmaker trade delegations

Matchmaker trade delegations, organized and led by Commerce

personnel, enable new-to-export and new-to-market firms to

meet prescreened prospects who are interested in their

products or services in overseas markets. Matchmaker

delegations usually target major markets in two countries

and limit trips to a week or less. In this way, U.S. firms

can interview a maximum number of prospective business

partners with a minimum of time away from the office.

Participants also take advantage of group-rate hotels and

airfare as well as on-the-spot U.S. embassy support.

Thorough briefings on market requirements and business

practices and interpreters' services are also provided.

Delegation members pay their own expenses and a share of

the operating costs of t event.

Trade missions

Department of Commerce trade missions are planned visits to

potential buyers or clients overseas. Missions can be

undertaken by firms individually or in an organized group.

Like trade shows, trade mission require careful planning

and attention to scheduling. Much of the planning and

coordination is done for participants.

Commerce-sponsored trade missions are carefully organized

and planned achieve maximum results in expanding exports of

U.S.-produced goods an services. They are usually composed

of fewer than 12 but more than 5 U.S. business executives.

Catalog exhibitions

U.S. firms may test foreign markets, develop sales leads,

and locate agents or distributors through catalog

exhibitions sponsored by US&FCS in some instances in

conjunction with the Department of State's foreign service

posts. These exhibitions feature displays of a large number

of U.S. product catalogs, sales brochures, and other

graphic sales aids a up to 10 U.S. embassies and consulates

or in conjunction with trade shows in a region. Commercial

staff provide each participant with sale leads and a

visitors list of all foreign buyers attending the event.

Because it requires the exporter to make a much smaller

investment tha a trade mission or other personal visits,

this program is particularly well suited for use in

developing markets. For more information contact a local

Commerce district office or the Marketing Programs

Division, Room 2119, Export Promotion Services, U.S.

Department of Commerce, Washington, DC 20230; telephone

202-377-3973.

OTHER DEPARTMENT OF COMMERCE PROGRAMS

Export Development Offices (EDOs)

EDOs in seven cities overseas provide a variety of programs

and service to U.S. exporters. Staffed by US&FCS commercial

officers, the EDOs are the principal U.S. export promotion

facilities overseas.  The primary role played by the EDO

(in conjunction with the US&FCS in the local U.S. embassy

or consulate) is threefold:

1.   It conducts or assists in market research in the

country, helping to identify specific marketing

opportunities and to determine whi products have the

greatest sales potential.

2.   It conducts export promotion events in its region that

have been organized on the basis of market research

findings.

3.   It helps organize participation of specific U.S.

exporters in the events.

Located in Tokyo, Sydney, Seoul, Milan, London, Mexico

City, and Sao Paulo, these offices organize and coordinate

a range of export promoti programs, including on-site trade

shows, U.S. pavilions in internation trade fairs, solo U.S.

exhibitions, trade seminars, trade missions, catalog

exhibitions, video and catalog exhibitions, and special

promotions. Each EDO performs these functions only in the

country in which it is located.

When not being used to stage trade exhibitions, EDOs with

exhibit and conference facilities frequently are made

available to individual firm or associations. Facilities

can be used for sales promotions, seminars and sales

meetings. For a nominal fee, EDOs and some commercial

office overseas also provide use of limited office space

for traveling U.S.  business representatives as well as

local telephone use, a market briefing, use of audiovisual

equipment, and assistance in making appointments.

Major projects program

This program helps U.S. firms win contracts for planning,

engineering, and constructing large foreign infrastructure

and industrial systems projects, including equipment and

turnkey installations. Assistance is provided when

requested by a U.S. embassy, a prospective foreign clien or

a U.S. firm, either to encourage U.S. companies to bid on a

particular project or to help them pursue overseas

contracts.

Speed and flexibility in developing a strategy for each

case are essential elements in the assistance given U.S.

firms. As circumstances warrant, the Office of International

Major Projects mobilizes and coordinates appropriate

support from other U.S. government agencies, including

foreign service posts abroad. For further information,

contact Office of International Major Projects, Room 2015B,

Trade Development, International Trade Administration, U.S.

Department of Commerce, Washington, DC 20230; telephone

202-377-5225.

Textile and apparel export expansion program

In recognition of the increasing importance of textile and

apparel exports, Commerce has created this program to

encourage and assist U.S manufacturers in initiating or

expanding export sales, and to improve foreign market

access for these products. To achieve these goals, the

program does the following:

*    Undertakes policy efforts to identify and negotiate

away foreign trade barriers and to examine other

methods by which the environment for U.S. textile and

apparel exports can be improved.

*    Provides vehicles such as sponsoring trade fairs and

trade mission to improve exposure for U.S. textile and

apparel firms and products in foreign markets.

*    Provides information on overseas markets and

counseling on method of entering those markets, and

facilitates the exchange of information between

industry and government relevant to improving exports

of U.S. textile and apparel products.

The program is administered by the Market Expansion

Division, Office of Textiles and Apparel; telephone

202-377-5153.

DEPARTMENT OF AGRICULTURE FORIEGN AGRICULTURAL SERVICE

Through a network of counselors, attaches, trade officers,

commodity analysts, and marketing specialists, USDA's FAS

can help arrange contacts overseas and provide promotional

assistance. The programs and services offered are described

in this section.

Commodity and marketing programs

The Commodity and Marketing area of FAS handles inquiries

for specific commodity-related information. Each division

provides support for analysis of consumption, trade,

stocks, and so on, and marketing information. The six

divisions and their telephone numbers are as follows.

1.   Dairy, Livestock, and Poultry Division, 202-447-8031.

2.   Grain and Feed Division, 202-447-6219.

3.   Horticultural and Tropical Products Division,

202-447-6590.

4.   Oilseed and Oilseed Products Division, 202-447-7037.

5.   Tobacco, Cotton, and Seed Division, 202-382-9516.

6.   Forest Products Division, 202-382-8138.

High-Value Product Services Division

The High-Value Product Services Division's purpose is to

expand overse markets for U.S. agricultural and food

commodities and products throug a wide range of services,

which are described in this section.

AgExport Connections

AgExport Connections provides information services to help

expand and promote agricultural exports. It offers the

AgExport Action Kit, which describes services available

from USDA to help U.S. food and agricultural exporters.

Other AgExport Connections services are as follows:

*    Trade leads. These inquiries from overseas buyers

looking for U.S products are sent daily to USDA. From

2,500 to 4,000 trade leads are disseminated

domestically each year. Trade leads may be obtained in

four ways:

1.   Trade Leads Fax Service. Exporters can receive

categorized trade leads by polling the AgExport

fax machines each week.  The faxed information is

free, but the company seeking the information

must pay the cost of the call.  Interested

companies may obtain an information sheet an

directions on how to poll the Trade Leads Fax

Service units by faxing AgExport Connections at

202-472-4374.

2.   AgExport Trade Leads. All trade leads are

published in this weekly bulletin, which

also highlights upcoming trade shows and

foreign trade developments throughout the

world. The 1991 subscription fee is $75. To

subscribe, send a check payable to USDA-FAS

to AgExport Connection Room 4939, South

Building, Foreign Agricultural Service U.S.

Department of Agriculture, Washington, DC

20250-1000; telephone 202-447-7103, fax

202-472-4374.

3.   Electronic trade leads. With a computer, a modem,

and communications software, exporters can

receive trade leads electronically.

Information on the different type of

services and prices is available from

Computer Information Delivery Systems,

Office of Public Affairs, U.S. Department of

Agriculture, Room 536-A, Administration

Building, Washington, DC 20250-1000;

telephone 202-447-5505, fax 202-475-5396.

4.   Journal of Commerce. Selected trade leads

received by USDA a published several times

each week in the "Agricultural Trade Leads"

columns of the Journal of Commerce. For

subscription information telephone

800-221-3777.

*    Buyer Alert. This weekly newsletter and free

advertising service for exporters can help introduce

U.S. food and agricultural products to foreign buyers.

Buyer Alert reaches more than 9,000 buyers overseas.

Only agricultural products (no equipment or services)

may be announced in Buyer Alert. Each announcement

features a product description, an optional indicator

price, and specific firm information. To take

advantage of the service, contact AgExport

Connections, Room 4939, South Building, Foreign

Agricultural Service, U.S. Department of Agriculture,

Washington, DC 20250-1000; telephone 202-447-7103, fax

202-472-4374.

*    Foreign Buyer Lists. The AgExport Connection staff

maintains a data base of approximately 17,000 foreign

firms from more than 70 countries. These foreign firms

have expressed interest in importing specific U.S.

food and agricultural products. U.S. firms may obtain

these lists to match their products with prospective

foreign buyers. The Foreign Buyer Lists provide

company name; contact nam address; and telephone, fax,

and telex numbers. The lists may be ordered for a

specific commodity for the entire world or by country

for all commodities. In addition, Foreign Buyer Lists

may be processed on cheshire or gummed labels. For

more information or to order, contact AgExport

Connections, Room 4939, South Building, Foreign

Agricultural Service, U.S. Department of Agriculture,

Washington, DC 20250-1000; telephone 202-447-7103, fax

202-472-4374.

Trade Shows

The High-Value Product Services Division also organizes

U.S. pavilions at major international trade shows and

exhibitions. These events provide a cost-effective way of

testing a market, checking the competition, meeting foreign

buyers and consumers, and establishing new contacts. The

Trade Show Coordinators Office can assist U.S. exhibitors

with obtaining a booth, advance publicity, product

shipment, and customs clearance.

Trade Assistance and Planning Office (TAPO)

The USDA's TAPO provides a single point of contact in the

FAS for agricultural exporters who need foreign market

information, as well as for those who believe they have

been injured by unfair trade practices TAPO can help U.S.

agricultural exporters contact the appropriate offices of

federal agencies that administer trade remedy laws, and it

may be able to provide supporting data and information. The

office prepares several annual reports that may be of

interest to U.S.  agricultural exporters. Contact Trade

Assistance and Planning Office, Foreign Agricultural

Service, U.S. Department of Agriculture, 3101 Park Center

Drive, Suite 1103, Alexandria, VA 22302; telephone

703-756-6001

AGENCY FOR INTERNATIONAL DEVELOPMENT

AID administers most of the U.S. foreign economic

assistance programs.  These programs offer export

opportunities for U.S. suppliers of professional technical

assistance services and commodities (goods, products,

equipment, and material). Professional technical assistance

services generally offer opportunities for consultant and

expert capabilities in agriculture, nutrition, and rural

development; education and human resources; health and

population; and energy and environment assessment.

Opportunities to export commodities are available through

the commodity import programs that AID operates in selected

AID recipient countries, and through AID's direct

procurement of commodities. In addition, AID funds may be

available to finance developmentally sound projects in

certain recipient countries involving U.S. capital goods a

services. U.S. exporters are best positioned to obtain

orders by making the local purchasing agencies aware of

their products at an early stage. For information on

available funds, projects under consideration, and

contacts, exporters traveling to developing countries where

an AID program is in place may wish to visit the AID

mission in the U.S.  embassy.

For the most part, AID advertises export opportunities for

both professional technical assistance and commodities in

the Commerce Business Daily, available through paid

subscription from the Superintendent of Documents, U.S.

Government Printing Office, Washington, DC 20402-9371.

Notices of intended procurement of AID-financed commodities

are also advertised in the AID Procurement Information

Bulletin, available through free subscription from AID's

Office of Small and Disadvantaged Business

Utilization/Minority Resource Center (OSDBU/MRC),

Washington, DC 20523-1414; telephone 703-875-1498.

TRADE AND DEVELOPMENT PROGRAM

TDP is an independent U.S. government agency that funds

feasibility studies, consultancies, training programs, and

other project-planning services in middle-income and

developing countries and in Eastern Europe. Contracts

funded by TDP grants must be awarded to U.S.  companies,

thus helping position potential U.S. suppliers of goods and

services for follow-on contracts when these projects are

implemented.

Most TDP funding is granted for feasibility studies in

sectors that are of high priority to host governments:

agribusiness, educational technology, electronics, energy,

minerals development, telecommunications, transportation,

and waste management. To ensure a satisfactory and useful

study, the host governments play an active role in awarding

and managing the contract.

In addition, opportunities for technical consultants also

arise in connection with definitional missions to

investigate the scope of a project, develop a scope of work

for a feasibility study, draw up a budget estimate, and

make a recommendation concerning TDP support for the study.

TDP selects qualified consultants through use of a

consultants data base, for which U.S. small businesses are

encouraged to register.

For more information on TDP contact U.S. Trade and

Development Program SA-16, Room 309, Washington, DC

20523-1602; telephone 703-875-4357.

STATE AND LOCAL GOVERNMENT ASDSISTANCE

Most states can provide an array of services to exporters.

Many states maintain international offices in major

markets; the most common locations are in Western Europe

and Japan. Working closely with the commercial sections of

U.S. embassies in these countries, they can provide

assistance in making contacts in foreign markets, providing

such services as the following:

*    Specific trade leads with foreign buyers.

*    Assistance for trade missions, such as itinerary

planning, appointment scheduling, travel, and

accommodations.

*    Promotional service for goods or services, including

representing the state at trade shows.

*    Help in qualifying potential buyers, agents, or

distributors.  In addition, some international offices

of state development organizations help organize and

promote foreign-buyer missions to the United States,

which can be effective avenues of exporting with

little effort. Attracting foreign investment and

developing tourism are also very important activities

of state foreign offices.

BUSINESS AND SERVICE ORGANIZATION CONTACTS

Contacts made through business colleagues and associations

can often prove invaluable to U.S. exporters. A colleague

with firsthand experience in an international market may

give a personal recommendation for an agent, distributor,

or potential buyer. Conversely, the recommendation against

the use of a representative for credit or reliability

reasons may save the firm a number of problems. Attending

export seminars and industry trade shows is an excellent

method of networking with business people who have

international experience. In addition, trade associations

can provide a valuable source of contacts with individuals

who may wish to share their experience of identifying and

selling to buyers and representatives in foreign markets.

Banks can be another source of assistance in locating

overseas representation. The international departments,

branches, or correspondent banks of U.S. banks may help

locate reputable firms that are qualified and willing to

represent U.S. exporters. In addition, freight forwarders,

freight carriers, airlines, port authorities, and American

chambers of commerce maintain offices throughout the world.

These service firms often have contacts with qualified

representatives and can make recommendations to the U.S.

firm. Foreign embassy and consulate commercial offices may

also be able to provide directories a assistance.

PROMOTION IN PUBLICATIONS AND OTHER MEDIA

A large and varied assortment of magazines covering

international markets is available to exporters through

U.S. publishers. They range from specialized international

magazines relating to individual industries such as

construction, beverages, and textiles, to worldwide

industrial magazines covering many industries. Many

consumer publications produced by U.S.-based publishers are

also available.  Several are produced in national-language

editions (Spanish for Latin America, and so on) and also

offer "regional buys" for specific export markets of the

world. In addition, several business directories published

in the United States list foreign representatives

geographically or by industry specialization.

Publishers frequently supply potential exporters with

helpful market information, make specific recommendations

for selling in the markets they cover, help advertisers

locate sales representation, and render other services to

aid international advertisers. For an extensive list of

these international publications see the International

Section of Business Publication Rates and Data, a book

published by Standard Rate and Data Service, 5201 Old

Orchard Road, Skokie, IL 60077. Another publication, The

Gale Directory, contains an even more complete list of

foreign periodicals, but it provides less detailed

information on circulation and rates.  State departments of

commerce, trade associations, business libraries, and major

universities may also provide these publications.

Television, radio, and specially produced motion pictures

may also be used by a U.S. business for promoting products

or services, depending the country. In areas where programs

may be seen and heard in public places, television and

radio promotions offer one of the few means of bringing an

advertising message to great numbers of people. In many

countries, particularly in Latin America, various forms of

outdoor advertising (billboards, posters, electric signs,

and streetcar and bus cards) are widely used to reach the

mass audience.

Because of the specialized knowledge required to advertise

and promote successfully in foreign markets, U.S. firms may

find useful the services of a U.S. advertising agency with

offices or correspondents abroad. Some U.S. agencies handle

nothing but foreign advertising, and some marketing

consultants specialize in the problems peculiar to selling

in foreign markets. The International Advertising

Association, Inc., 475 Fifth Avenue, New York, NY 10017,

can provide names of domestic agencies tha handle overseas

accounts.