Global Advertising have one purpose and it\u00b4s standardizing advertising across all markets, and this markets are able to reduce production cost savings; able to spend more time, attention, and money on campaign itself and media space and prevents confusion of media spillover and prevents confusion for travelers.
So, the requirements for global advertising are: a standardized global brand name or trademark, pronounced identically across markets,taking into account product lifecycle stage differences across markets and similar consumer attitudes towards brand and product across markets.
The best example for that was a worldwide Internet contest in 18 languages to select 25 winners to appear on McDonald's packaging. Contestants had to visit the McDonald's website and then fill out their information, contribute a 100 word essay of themlovin' something they do and upload a clear picture of it.
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