International Advertising can be very tricky in its implementation. What problems can happen and how could they be avoided?
o The degree to which global advertising should be adapted to the unique characteristics of various country markets
o Standardization
§ Benefits: lower costs, greater coordination, consistent image
§ Drawbacks: countries differ in culture, demographic, economies, laws
o Avoid problems by: creating strategies that make worldwide efforts more efficient and consistent, adapt programs to make them responsive to needs and expectations in different markets
o "think globally but act locally"