Abstract
In our current world completely flooded by globalization, companies need to develop themselves worldwide in order to stay competitive and sometimes to survive. However, managing its entry in a foreign country requires a communication strategy that needs to be studied in relation to the market targeted which means "one voice, many languages".
Therefore, it would be interesting to analyse the implications for our client IKEA – furniture manufacturer and retailer well known throughout the world for its knockdown furniture – in international advertising strategies. Advertising is important to make potential customers aware of store locations far from downtown. Then, lower prices and selection are supposed to do the rest.
As a matter of fact, international advertising is a crucial part in IKEA promotion policy as it is maybe the most visible activity among promotional tools. International advertising can be defined as advertising more or less uniform across many countries, generally, but not always, in media formats with global spread.
