Introduction
International advertising
can be defined as the dissemination of a commercial message to target audiences
in more than one country. Target audiences differ from country to country in
terms of how they perceive or interpret symbols or stimuli, respond to humor or
emotional appeals, as well as in levels of literacy and languages spoken. De
Mooij, (1998) opines that how the advertising function is organized also
varies, in some cases, multinational firms centralize advertising decisions and
budgets and use the same or a limited number of agencies worldwide. In other
cases, budgets are decentralized and placed in the hands of local subsidiaries,
resulting in greater use of local advertising agencies.
International advertising can, therefore,
be viewed as a communication process that takes place in multiple cultures that
differ in terms of values, communication styles, and consumption patterns.
International advertising is also a business activity involving advertisers and
the advertising agencies that create ads and buy media in different countries.
The sum total of these activities constitutes a worldwide industry that is
growing in importance. International advertising is also a major force that
both reflects social values, and propagates certain values worldwide.
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