Advertising is any sponsored, paid message of promotion of ideas, goods, or service that is communicated in a nonpersonal way by an identified sponsor

• Single country
• Regional
• Global

Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets

Consumers receive over 5,000 marketing messages each day.

Firms need to be more and more creative and efficient at getting consumers' attention.