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 aims to present both a 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 aims to show 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 examines these different approaches, offering the reader a look at how advertising is done in other countries and why it is done that way. Among the topics Kaynak discusses 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 particular advertising strategies and tactics.