Strategies for International Advertising

Abstract

This paper identifies some international problems in advertising, and then provides guidelines to solve them. A basic cause of many of these problems is unfamiliarity with the many cultural, social, political, legal, language, and other factors that cannot be directly controlled by the advertiser. The job of an international advertiser is doubly difficult since he faces two sets of uncontrollable factors, domestic and foreign. Domestic advertising is somewhat easier to manage since only domestic uncontrollables must be considered, and they are much more familiar.