How would the planning of a promotional program differ for a global brand vs. a regional or local
brand? Provide an example.
When planning promotional programs, global, regional, or local brands must adopt different
approaches. For international marketing, it is important to consider various factors, such as
economic, cultural, demographic, and legal environments, before making any plans (Belch &
Belch, 2018). Marketers should assess whether a country is developed and if its people can
afford the promotional program based on their income. Demographics are also crucial, as
age and occupation distribution can impact the population's knowledge of Western culture
and their likelihood to purchase Western products. The cultural environment plays a
significant role, as almost all countries have unique cultural characteristics that affect
consumers' desires, requirements, and behavior. The political and legal environment is also a
crucial factor, as some countries ban or restrict the advertising of certain products. For
instance, in Malaysia, a ban on cigarette advertising and sponsorship was implemented to
reduce the number of smokers. Therefore, it is essential to research and consider several
factors before advertising products internationally than advertising in the local area or region.
