After reading this chapter, students should be able to:
- Discuss the external factors that are critical in avoiding blunders when extending advertising campaigns globally.
- Discuss the various aspects that are important in selecting an advertising
theme for marketing globally.
- Discuss the important factors that determine media selection and global media strategy.
- Discuss the merits and demerits of working with different advertising agencies
based on their scope of operation.
- Discuss both the internal and external factors to a company that affect coordination
of global advertising.
