Which of the following statements regarding planning a global advertising strategy is TRUE?
A)Management of brand consistency limits most global marketing objectives to awareness and recall.
B)The globalization/localization debate is really about budgeting.
C)It is not advantageous to conduct research in each international market that is entered.
D)Consumer buying motivations are basically the same in every country.
E)The execution of a global campaign is no more complex than executing a national plan.

Question

Quizplus · Accepted Answer

Management of brand consistency is a crucial factor in global advertising strategy, as it limits creativity and requires adherence to the brand's overall image and message. This often results in limiting global marketing objectives to awareness and recall, rather than more specific consumer actions or behavioral change.

Which of the Following Statements Regarding Planning a Global Advertising