International advertising is usually associated with using the same brand name all over the world. However, a firm can use different brand names for historic reasons. The acquisition of local firms by global players has resulted in a number of local brands. A firm may find it unfavorable to change those names as these local brands have their own distinctive market. Therefore, the company may want to come-up with a certain advertising approach or theme that has been developed as a result of extensive global customer research. Global advertising themes are advisable for marketing across the world with customers having similar tastes.
The purpose of international advertising is to reach and communicate to target audiences in more than one country. The target audience differ from country to country in terms of the response towards humour or emotional appeals, perception or interpretation of symbols and stimuli and level of literacy. Sometimes, globalised firm use the same advertising agencies and centralise the advertising decisions and budgets. In other case, local subsidiaries handle their budget, resulting in greater use of local advertising agencies.
Standardisation is required for products by some firms. The issues encompassing advertising standadisation tend to parallel issues corresponding to product and positioning standardisation. Standardisation helps to achieve economies of scale and a consistent image can be established across markets. Standardisation also assists in utilising creative talent across markets, and facilitates good ideas to be transplanted from one market to other. differences in product life cycle stages and unusual country regulation. Additionally, local advertising professional may oppose advertising campaigns imposed from outside.
International advertising can be thought of as a communication process that transpires in multiple cultures that vary in terms of communication styles, values and consumption patterns. International advertising is a business activity and not just a communication process. It involves advertisers and advertising agencies that create ads and buy media in different countries. This industry is growing worldwide. International advertising is also reckoned as a major force that mirrors both social values, and propagates certain values worldwide.