| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To examine the importance of international marketing and the role of international advertising and promotion. |
| LO 2 | To review the various factors in the international environment and how they influence advertising and promotion decisions. |
| LO 3 | To consider the pros and cons of global versus localized marketing and advertising. |
| LO 4 | To examine the various decision areas of international advertising. |
| LO 5 | To understand the role of other promotional mix elements in the international integrated marketing communications program. |
