Title: Describe why promotion must be sensitive to local customs and laws.
Course: Opportunities in Global Trade (12056-I) > Section: Understanding Promotion in the International Marketing Plan

Description should include examples of customs and laws that could affect advertising in other countries and an explanation of why sensitivity to these customs and laws is important. (For example, radio is very popular in Mexico, and some nations limit the time available for TV advertising.)

Process/Skill Questions:

- What are several examples of customs in other countries that could affect the way a typical U.S. advertisement would be viewed by other cultures? What adaptations could be made to an advertisement to make it inoffensive and appealing to other culture(s) ?
- What are some examples of countries in which customs or laws limit advertising or the subject matter of advertisements? What limits do they place? What cultural factors underlie these limits?
- How does one conduct research to learn about local customs?
- What could be possible consequences of being insensitive to local customs or laws when advertising?
- What steps are involved in the identification of a market's governing bodies?
- Do other businesses from other countries who promote their goods/services in the United States ever have to be sensitive to U.S. customs? Explain.
- What are the implications of developing a global marketing strategy for different countries and markets?
- How does a country’s customs and social norms hinder the use of some slogans, logos, or taglines?