ABSTRACT
A truly international promotion should appear in a number of countries, though not necessarily at the same time or in exactly the same form. This is the direction in which promotional activity has developed in multinational companies. International promotions start with a highly successful, transferable promotion run in one country. The three quite different forms of International promotion activity can be described in shorthand as 'single-country', 'multiple-country' and 'borderless'. International sales promotion came about to achieve cost savings and ensure consistency. It differs depending on whether companies are centralised or decentralised in their structures, but the nature of sales promotion means that there are always cultural and legal factors to take into account. Borderless promotions work where there is a single international target audience. In most cases, international promotions are multiple-country ones and vary in terms of timing and detail from country to country.
