Chapter 14.2, Problem 2QS2

Summary Introduction

To Determine:

The locations where the firms control campaigns of standardized international advertising are to be identified.

Introduction:

Companies generally tend to enter the international market when their local market is saturated or when they want a global reach. When companies try to enter global markets, international advertising becomes the key factor in promoting their products. International advertising is defined as a subfield in advertising that studies the differences and similarities in advertising across different countries.