Graham had developed an extremely successful advertising and promotion campaign for a client in the United States. The client wanted to roll out the same campaign to markets worldwide, but Graham cautioned against doing this, most likely because

OPTIONS:

a. he did not have the budget for a global rollout.

b. copyright and intellectual property concerns prevented him from wanting to share his good ideas outside of the U.S. market.

c. he was unfamiliar with the code of ethics for advertising in other countries.

d. he had not applied for or received international certification that was required for working outside the United States.

e. differences in languages, customs, and culture might make the campaign meaningless and ineffective in some markets.

e. differences in languages, customs, and culture might make the campaign meaningless and ineffective in some markets.

Explanation:

Just like the saying goes, "different strikes for different folks". What works for A, may not work for B.

Advertising and promotion campaign should be designed based on the target audience to be reached. That a particular advertising and promotion campaign worked in country A, does not mean it would work in Country B, simply because there might be differences in languages, customs, and culture peculiar to each market in both countries that must be considered. If ignored, using the same elements that were used in the USA, might be counterproductive when used worldwide.

Instead of using a kind of generic campaign worldwide, campaigns should be designed to target each market target considering their language, customs, and culture.

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