A more recent study of international advertising decision makers found that "think globally, act locally" still appears to be the dominant strategy of international advertisers, but with a slight revision: "Think globally, act regionally."73 Most of the respondents in this survey said their companies' worldwide headquarters play a dominant role in determining their international advertising messages so they are consistent worldwide. However, there is a trend toward giving regional offices the autonomy to adapt the global theme for their local markets.

Most managers believe it is important to adapt components of their advertising messages—such as the language, models, scenic backgrounds, message content, and symbols—to reflect the culture and frame of reference of consumers in various countries. Many companies are making these tactical adjustments to their advertising messages while still pursuing global strategies that will help them project a consistent global image and turn their products and services into global brands.

Companies developing advertising and promotional programs for international markets must make certain organizational and functional decisions similar to those for domestic markets. These decisions include organization style, agency selection, advertising research, creative strategy and execution, and media strategy and selection.

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