Local advertising and international advertising are two distinct geographical ad strategies used by companies that conduct business locally. Local advertising is an approach where the same general message is applied in domestic country. International advertising is a strategy where you tailor your ad messages to each country.
Global and international advertising are alternative communication strategies that companies employ to drive demand for goods and services in foreign markets. International advertising strategies are tailored to reflect regional, national, and local market cultural differences and preferences. Global advertising embraces standardized strategies in which advertising content is the same worldwide under the premise that the entire world is a single entity.
Think and Act Locally
Despite the allure of global advertising benefits, market variances exist in terms of cultural differences, differing economic and market development rates, media availability, and legal restrictions. Many companies, upon producing unwanted results from executing global campaigns, have reverted back to international advertising strategies. For example, Douglas Daft, former Chief Executive Officer of Coca-Cola, was quoted: “The world was demanding greater flexibility, responsiveness and local sensitivity, while we were further consolidating decision making and standardizing our practices.”
Upon assuming the Coke leadership in 2000, Daft introduced a new regime, “think locally and act locally,” which is the essence of international advertising. Local market managers were empowered to introduce new products, set pricing, and adapt advertising campaigns to host cultures.
Marketers generally agree that global advertising can work under certain conditions. Philip Kotler, a marketing professor at Northwestern University, says that global strategies work best in categories where the trend toward global integration is strong and local cultural influences are weak, such as the consumer electronics market.
Small-Business Implications
When transitioning your business into the global economy, develop a comprehensive understanding of the influences in your host markets that could shape your marketing strategies and advertising content.
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