Along with increasing globalization, many multinational firms are facing the question of standardizing or localizing (adapting) their communication strategy. Global communication standardization refers to utilizing the same or similar communication, for example the same advertising messages across different countries or areas; on the other hand, international advertising adaptation implies using different advertising messages in separate markets. Culture plays a central role in how people perceive and react to advertising. Companies can develop advertising campaigns that target a global consumer, but they always have to take into consideration the local culture. Advertising style is important because it affects the perception of the brand. When planning a global marketing strategy, marketers have to consider the myriad standards, regulations, and laws that govern the advertising industry in the different countries and regional jurisdictions. Five strategic positioning alternatives are open to companies pursuing global market expansion for their products: product-communications extension; product extension-communications adaptation; product adaptation-communications extension; dual adaptation; and product invention.