ABSTRACT
This chapter reviews international advertising and the key issues advertisers need to consider when planning campaigns for global markets. Cultural factors such as language, imagery, values and customs are explored. The chapter also considers the debate on international advertising around whether to standardise advertising, having the same advertising message running globally, or localise advertising, where messages are adapted to meet local needs. The advantages of each strategy are considered and some of the challenges of each approach are discussed, including the ability to present a consistent brand image and economies of scale.
