Global Advertising and International Advertising are employed by companies to sell products and services in different regions of the world. International advertising strategies are based on the regional differences and preferences whereas global advertising strategies are done by following standardized advertising in all regions.

Even though there are many differences in culture across different regions some people like a uniform approach which prefers global advertising strategies to be implemented in the region. Through Global advertising, most companies can increase the sales volume and market share and the standardization strategies will make consumers enjoying at lower prices. Global advertising strategies also help companies in building brands easily.

However due to the difference in the economy and other legal factors there exists some gap between different regions of the world where global advertising strategies will not be effective. In certain cases companies who have adopted global advertising campaigns have turned back to international advertising campaigns. Companies that employ images which meet a universal appeal usually get more consumers. This universal appeal is based on the needs and values of the customers in those regions.

In the recent times Think Global and Act Local campaigns are gaining momentum in which standardized elements are incorporated with local influence for the promotion of goods. Only products and services requiring universal appeal and motivation will be a success in such cases. Small business should consider those factors which are going to influence the local economy for making the advertising successful.