How can brands advertise globally

Does McDonald’s in India have the same menu as McDonald’s in the US? The answer is no! The differences between the two countries are huge and there’s no way their food can be the same. While Americans love their meat, in India you have to include a vegetarian menu as well. The spice levels and locally made food also have to be kept in mind. 

Just like the food of two countries cannot be same, their advertisements also have to differ. No two countries will have the same kind of advertising campaign. They depend on the culture, behavior, geographical location of the target audience. The rules and regulations also have to be kept in mind when looking to advertise in different countries. 

Now, what do advertisers do when they have to launch an advertising campaign globally? With countries having such diverse backgrounds, it becomes difficult for them to advertise. A lot of factors have to be kept in mind and you cannot afford to make a single mistake. 

Here are a few ways in which you can adapt your advertising campaign for different countries:

Research well:

This is the first step if you want to launch a global campaign. You have to be aware of the demographics of all the countries and also study their people. Research, in general, is the first step to launch any advertising campaign. If you research well and in detail, then your campaign will work wonders globally. 

Use the right appeal:

For a campaign to hit the right spot, advertisers need to use the right kind of appeal. Different countries focus on different kinds of appeal, so advertisers need to incorporate this. Generally, advertisers make use of rational appeal while campaigning globally. For instance, Apple is one such brand that has the same advertisement throughout the world and they make use of rational appeal. 

Study the rules and regulations:

Rules and regulations are very important when you want to advertise globally. If an advertiser doesn’t abide by them, then there are chances of the ad getting banned in some of the countries. Like, in Saudi Arabia, you cannot show the feet of the women in advertisements and their face has to be covered at all times. 

Be generic:

Sometimes, while campaigning for different countries, advertisers try to incorporate a lot of things together. This creates a mess and the campaigns fail. While carrying out promotions and campaigns globally, it is very important to be generic. Generalize appeals, tones, and emotions. In this way, there are fewer chances of goof ups and mistakes. 

These are some of the points that will help while creating global advertising campaigns.