Management of International Advertising

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.

ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg. He is editor-in-chief of the Journal of Global Marketing and the Journal of International Consumer Marketing and a prolific writer with twelve books to his credit, some of which have been translated into Japanese and Chinese.