1. 16 - 1 The International Communications Process Insert Exhibit 16.4

2. 16 - 2 Legal Constraints Laws that control comparative advertising vary from country to country in Europe. Comparative advertising Advertising of specific products Control of advertising on television Accessibility to broadcast media Limitations on length and number of commercials Internet services Special taxes that apply to advertising

3. 16 - 3 Linguistic Limitations Language is one of the major barriers to effective communication through advertising Translation challenges Low literacy in many countries Multiple languages within a country

4. 16 - 4 Media Limitations and Production and Cost Limitations Media limitations may diminish the role of advertising in the promotional program Examples of production limitations: -Poor-quality printing -Lack of high-grade paper Low-cost reproduction in small markets poses a problem in many countries