ABSTRACT:- Advertising is an important component of the integrated marketing communication mix that also includes public relations, personal selling, direct marketing, and sales promotion– all of which constitute a comprehensive approach to reach and interact with potential buyers in order to convince them of the need for, and the superiority the company’s product or service. To a large extent, scholars like Woodcock 2018); Braun-LaTour, M. LaTour, Pickrell and Loftus (2004); Kitchen (1994); and Farook (2016), as well as marketing practitioners, attribute the creation of consumer awareness, interest, desire, and motivation for action in the form of buying a particular product/brand to well- planned and executed advertising campaigns. This paper examines the issues and challenges marketers face in global advertising campaigns. Its contributions to the literature include the identification and analysis of key issues that international marketers/advertisers encounter, and some of the mistakes made in advertising-related decisions. It is intended to be of particular benefit to students of international business and to new entrants in the world market.
Keywords:- Integrated marketing communications, advertising standardization, and advertising localization/customization.