What is the Pan-European advertising strategy?
Due to the broader media exposure, multiple advertising messages and brand names of the same product have developed.
In order to avoid confusion, standardisation across markets is being conducted (eg. Twix, formerly known as both Twix and 'Raider')
The Pan-European promotional strategy:
1. Identifying a market segment across all European countries
2. Designing a promotional concept appealing to market-segment similarities (i.e. like for a 'global strategy', but for Europe - while understanding that Europe is not a very homogenous market)