A global company that has the ability to successfully transform a domestic campaign into a worldwide one or to create a new global campaign from the ground up possesses a critical marketing advantage

Explain this statement in light of the global advertising.

Advertising can be any sponsored, paid message that is communicated in a non-personal way. Global advertising can be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their worldwide suitability. Many companies have used local, international, and global themes from time to time for domestic or worldwide use. A global company may use single-country advertising in addition to campaigns that are regional and global in scope. The search for a global advertising campaign should bring together everyone involved with the product to share information. Regional market areas such as Europe are experiencing an influx of standardized global brands as companies align themselves. This phenomenon is accelerating the growth of global advertising. The potential for effective global advertising also increases as companies recognize and embrace new concepts such as "product cultures." An example of such cultures can be coffee culture which has created market opportunities for Starbucks Company. Companies also realize that some market segments can be defined on the basis of global demography such as youth culture. MTV, for example, is just one of the media vehicles that enable people virtually anywhere to see how the rest of the world lives and to learn about products that are popular in other cultures. Global advertising also offers companies economies of scale in advertising as well as improved access to distribution channels. A global brand supported by global advertising may be very attractive from the retailer's standpoint; a global brand is less likely to languish on the shelves. Although standardization is recommended for some products it is not always required or necessary. For example, Nestlé's Nescafe coffee is marketed as a global brand, even though advertising messages and product formulation vary to suit cultural differences.