International Advertising Decisions htеmational advertisers face many complexities not encountered by domestic advertisers. The most basic issue concerns the dcuee which global advertisingshould be adapted to the to unique characteristics of markets in various countries. standardization produces many benef-lower advertising costs, greater global advertising coordination and a more consistent worldwide image. There are also drawbacks It ignores the fact that country markets differ greatly in their cultures, demographics and economic conditions. Global adverisers face several special problems. Adverising media costs and availability differ vastly from country to country. о Countres also differ in the extent to which they regulate advertising practices. Although advertisers may develop global strategies to guide their overall advertising efforts, specific advertising programs must usually be adapted to meet local cultures and customers, media characteristics, and advertising regulations.