Tigrou - 2:29 pm on Mar 10, 2004 (gmt 0)

Good points folks, thanks.

One thing to consider that is the web is international, and that America tends to have very assertive ads. Europeans, by law or just culture, often don't. For example, in Germany you generally can't offer a discount price. e.g. no "2 for 1" or 40% off. It is illegal. Local media may let you get away with it but it could blow up in your face.

Also, International web users are used to American (or British) English, but the agression of a "Local Used Car Dealer" ad may not fly as well as you'd expect. It is seen as over-the-top and brazen.

My point, I guess, is that CTA should, and some cases has to be, tailored to culture for best results.