2.0 OBJECTIVES At the end of this unit you should be able to: Explain the importance of global advertising 3.0 MAIN CONTENT 3.1 Importance of International Advertising There are several reasons why advertising is such an important part of many international marketers’ promotional mix. Belch and Belch (2003), identified the following key ones: First, it can be a very cost-effective method for communicating with large audiences. For example, the average 30-second spot on the four major networ...