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Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
adapt their integrated marketing
communication programs in selling
to these consumers?
5. What are some of the cultural
variables that marketers must consider
in developing advertising
and promotional programs in a foreign
market? Choose one of these
cultural variables and discuss how
it has created a problem or
challenge for a company in developing
an advertising and
promotional program in a specific
country.
6. Discuss the arguments for and
against the use of global marketing
and advertising. What types of
20. International
Advertising and Promotion
products and services are best
suited for global advertising?
7. What is meant by the “think
global, act local” approach to
global marketing and advertising?
Discuss some of the ways
marketers can adapt their advertising
to local markets.
8. What is meant by a global market
segment? Provide an example
of a company that has identified a
global market segment and advertises
its product or service the
same way around the world to this
market.
9. What are the three basic options
a company has for organizing its
© The McGraw−Hill
Companies, 2003
international advertising and promotion
function? Discuss the pros
and cons of each.
10. Discuss the problems and challenges
international marketers
face in developing media
strategies for foreign markets.
11. How would the planning and
promotional program differ for a
global brand versus a regional or
local brand?
12. Discuss the role of public relations
in the integrated marketing
communications program for an
international marketer. How would
the role of public relations differ
from advertising?
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