Global advertising issues: Theory, strategy, and challenges

Abstract

Global advertising is one of the most controversial issues among practitioners and scholars over the last 50 years. Multinational companies launch advertising campaigns across nations and effectively communicate with people in today's global market. Multinational companies choose to apply global advertising, adaptation, or moderate strategies. Universal advertising appeals have been in inquiry, and companies that believe buyers can be persuaded by global advertising strategy have applied the strategy. The study aims to analyze global advertising theory, effective global advertising strategy, the challenges of global advertising, the advantages of global advertising, and other global advertising concepts and determine common essential factors affecting the advertising strategy decision-making process. © 2024 Elsevier B.V., All rights reserved.