Multi-domestic and Global advertising

Cultures, consumer attitudes and advertisement regulations often require the companies to approach advertising in different countries differently. However, some companies have been able to develop advertisements that are accepted across all cultures. When such a case occurs, we call this a global advertisement.

One good example of a global advert is the current Coca-Cola advertisement which advertises Coca-Cola and the Brazil World Cup at the same time. This advert is just right for the time and climate which currently revolves around the world cup. It also does not change across nations as it is accepted and appreciated across cultures. The advert shows people in football mood. How some have train in poor environments and how football is for everyone. The advertisement succeeds to do this by doing two things. First, it exploits the world cup situation and advertises using it. This will most likely display the role of Coca-Cola Co. involvement in the FIFA world Cup. This will be an advantage as this is a situation that is currently being appreciated by many people worldwide. Second, it fails to delve into cultural issues so as to avoid partialiality. This way, it qualifies to be a global advertisement.

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Another advert that falls under global advertising is the Proctor & Gamble Olympic advertisement. It is founded on the universal gratitude that all children owe their mothers for bringing them up as winners. On the other side is the joy of mothers as they watch their children grow. This again shows a situation of a universally accepted advertisement. The advert shows us how children fall while they are being brought up. The presence of their mothers however is what holds them together and they grow up to be their own winners. It fits favorably in this position on various grounds. First, the advert is able to attract the attention of almost every listener. This enables it to reach the numbers it is intended to reach. Secondly, the advertisement cuts across the cultural divide and is acceptable to most communities worldwide. This way it can be presented on any forum worldwide.

When a product is not accepted equally across different cultures, the company may opt to advertise it using a multi-domestic approach. A multi-domestic approach often implies that the advertisers concentrate majorly on delivering differently in each community. This may arise as a result of cultural conflict, advertisement regulations or consumer attitudes. In some cases, advertisement of certain products is illegal or limited. In such cases, the company is forced to either not advertise or advertise simply as required by the host regulations.

A good example of such advertisements is McDonald’s advertisement in India. McDonalds usually develop products that are targeted for certain countries. In other words, there are different products for each country. This is usually meant to cater for the cultural differences in various countries. The advert involves two kids who are speaking. It is in Hindi but a little mix of English gives us a hint of what is going on. The Hindi however shows us that the advert is actually mainly targeted for the Hindus. The advert is that of a hamburger that is intended for Indians as it does not contain beef. The same advert would be senseless to a people from another region while it creates sales in India.


Coca-Cola Co.,. (2014). World Cup Advert. Retrieved from

McDonalds,. (2014). Indian Advert. Retrieved from

Procter and Gamble Thankyou Mom Advert. (2014). Retrieved from

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