Advertising, primarily, is all about communication. Its ever expanding development on Global market depends on communicative possibilities it provides.
Internet has become a vital and necessary tool to allow many companies entering global market and promoting their products beyond the borders of their native countries.
Meanwhile, when Internet has become a supplementary Media and communication tool for large international companies' advertising, for multitude of smaller ones it became the only way to the Global market and more effective and affordable communication. In the past, large world and nationwide companies have made wholesale purchases of tying products, such as package, advertising toys, demand stimulation gifts, etc, with the aid of go-betweens. They would place these orders in smaller companies mostly within the borders of the country. With development of online business and auctions small companies from all over the world got their chance to apply for these orders and offer comparably low prices and high quality. Moreover, Internet has given them plenty of possibilities to advertise on international level at pretty low and affordable cost.
With development of Global business and with its progressive move from America to Europe as well as to other countries, together with the Internet's expansion across the world, the center of main activity, production and consummation of advertising also progressively moves.
The birth and development of the Internet, besides its significant role in the business of small companies, has immensely affected the disposition of forces of the global advertising market. Even though USA today still remains one of the largest producers and consumers of advertising, with promotion of their products in other parts of the world, such as Latin America, Middle East or Former Soviet Union countries by global companies, more and more advertisements are made for and inside of those countries.
Compared to other Media Internet has several advantages. One of them is the fact that it facilitates transferring advertising funds abroad. In other countries, unlike USA, there were no such well developed wire system of communication. So, when wireless means of communication were invented they have found much application in those countries, while USA did not have such great need and demand for them. Most experts in communication believe that future belongs to wireless Media and communication tools. That was one of the reasons why lately there have been more users of the Internet added outside of America. If some years ago most Internet users lived in USA, now that situation has drastically changed and soon there will be prevailing number of users whose native language is not English. Due to this fact, Internet becomes more mobile communication Media and gains greater importance for global business.
TV, radio, newspapers and magazines in order to cover international markets have to translate and than reprint their information, while many Internet sites offer their users to choose the language in which they want to view their info. That greatly reduces cost of info delivery.
New communication technologies together with rapid development of Global market stimulate emerge of new techniques in marketing and advertising. However, new needs and demands of changing tools of product promotion stimulate the development of new communicational tools. Such cooperation benefits all and enlarges dramatically market and promotion possibilities.