There are several traditional problems facing the decision-maker in global advertising. These are as follows:
1) How to allocate a given advertising budget among several market countries?
2) What the message to be use in these various markets?
3) What media to select?
But even before tackling these management decisions, the advertiser needs to define the objectives of the advertising in the different countries. And before doing that it is imperative that the decision-maker identify what can conceivably be expected from the global advertising effort. Thus, the logical starting point in global advertising management is the assessment of the role of advertising in the country markets and the availability of alternative advertising media.