Gillette had a worldwide advertising campaign for its Sensor razors using the ad campaign theme "Gillette-the best a man can get." Some of the ads featured sports stars from the host country rather than using only one sports star in all of the ads.This is an example of a(n):

Question

Quizplus · Accepted Answer

The use of sports stars from the host country shows an application of the "think global, act regionally" approach to international advertising, as it recognizes the importance of local culture while maintaining a global brand image. This is different from a localized approach, which would only focus on one specific market, or a totally global or standardized approach, which would not consider local variations at all. A totally customized approach would create completely different ads for each market, while an ethnocentric approach would assume that one cultural perspective is superior and would try to impose it on all markets.

Gillette Had a Worldwide Advertising Campaign for Its Sensor Razors