York, but dare I confess that I find some of their advertising rather ugly? German advertisers are bedevilled by an acute shortage of professional staff, and an even more acute shortage of time on television. This obliges them to use magazines more than they would wish. In Belgium and Sweden, advertising is not allowed on television. You might suppose that this would result in exceptionally high standards of advertising in magazines and newspapers, but it doesn’t. In the smaller European countries, advertisers cannot afford the kind of research that guides the creative output in North America and the United Kingdom, so they are forced to rely on guesswork, which isn’t always accurate. The multinational advertisers have the advantage that they can extrapolate from the results of their research in bigger markets. The N.I.H. Syndrome Multinational corporations often wish to use the same advertising campaigns throughout the world, but the managers of their local subsidiaries press their prerogative to commission their own campaigns. The local agencies, even when they belong to the multinational agency which has the parent account, are equally resistant to dictation; they argue that their market is different, and point to the danger of being perceived by the local client as the tool of his multinational headquarters.