The recent trend toward a multifaceted business environment that
is global rather than strictly national in nature makes it
increasingly important for advertising and communication
professionals to understand the principles and practices of
marketing and advertising planning in international markets. Kaynak
presents both a comprehensive guide to the social, cultural,
technological, political, and economic influences that affect the
international advertising business and a practical handbook on
specific advertising processes and practices. The author shows that
in most cases, advertising systems, practices, and procedures vary
from one country to another and that these differences are related
to differences in the respective countries' demographic,
socio-economic, cultural, and technological development. Kaynak
fully examines these different approaches, offering the reader a
detailed and practical look at how advertising is done in other
countries and why it is done that way.
Among the topics Kaynak treats in-depth are the
internationalization of advertising agencies, the legal restraints
on international advertising, and the relationship between
advertising and socio-economic development. Case examples of
international, multinational and transnational firms and
advertising agencies are used to illustrate the transition from a
general international advertising planning approach to specific
international advertising policy and strategy development. Separate
chapters devoted to comparative advertising systems and
cross-cultural/national advertising explore the reasons for
similarities and differences in advertising practices and examine
in detail particular advertising strategies and tactics.
Throughout, Kaynak takes into account the practical concerns of
advertising professionals, making this an excellent resource for
both current and aspiring advertising managers and executives.
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