ABSTRACT
This chapter focuses on presenting and evaluating the factors and challenges of marketing communications in a multi-culture or multi-country communications campaigns, for example, when targeting consumers from more than one country or targeting consumers from diverse sub-cultures in one country. It begins with a brief overview of globalisation and localisation processes and their effect on communications. The chapter discusses subsequently the decisions regarding standardisation and adaptation of communication messages. Culture is a concept that has been described in numerous ways. International (global, multi-country) marketing communications campaigns are also affected by the technology, media infrastructure and media consumption habits of the local consumers. Organisations often decide to employ external marketing communication agencies to plan, create and execute marketing communications campaigns.
