Weight Watchers,having achieved a 50 percent market share in the United States,was ready to move into international markets.The company found it had to introduce new diets and weight-loss measures on a country-by-country basis even though it maintained its basic ad campaign.Weight Watchers used:

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Pattern advertising involves maintaining a consistent basic advertising campaign while allowing for variations to suit local markets, which is what Weight Watchers did by adapting diets and weight-loss measures for each country.

Weight Watchers,having Achieved a 50 Percent Market Share in the United