The concept of Global Advertising

"An image . . . is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service."

Quoted from: Daniel Boorstin - quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 12.

As the world, society, cultures, technology and our way of life changes - advertising strategies have to do so equally. Although some factors seem to remain stable throughout the years, we have to adapt and be aware of the little and more obvious changes around us. Changes in society, law, economics, environment, culture - changes in our own perception towards companies, brands, images, political decisions, trends. There are so many factors we are influenced by and our mind responds to, which makes it difficult for marketers  to create the ideal advert. Everything surrounding us has an great impact on our purchase behavior. Analyzing these behaviors and filtering the important facts to create a good advert is the most difficult part, when dealing with advertising in different countries. 

However some factors called the "marketing mix" or simply the 4P's always remain the same, namely product, price, place and promotion, which are generally seen to be the "controllable elements" of the marketing mix. Depending on the country where they are trying to sell their product, they will have to adapt to the predominant structures and rules. Every brand that is trying to access a "new market" has to obey to these rules in order to be successful. Applying their own cultural structures and rules to a new foreign market will cause difficulties on the long run, when trying to establish themselves as a successful and trustworthy brand.