Imagine sending the same advertisement to London, Lagos, and Lima, only to find that half your audience is confused, a third is offended, and the rest simply ignore it. That’s the puzzle of global marketing communications — how do you craft a message that feels personal and trustworthy everywhere, while keeping a consistent brand identity? In this chapter we will unpack the tools, trade-offs, and smart moves that make international promotion work, from advertising and public relations to personal selling and trade shows.