will prosper. 11 Multinational manufacturers will increase their market-shares all over the non-Communist world, and will market more of their brands internationally. The advertising campaigns for these brands will emanate from the headquarters of multinational agencies, but will be adapted to respect differences in local culture. 12 Direct-response advertising will cease to be a separate speciality, and will be folded into the ‘general’ agencies. 13 Ways will be found to produce effective television commercials at a more sensible cost.