1. Ch.14 Advertising & PR Global Advertising Extension vs. Adaptation Pattern Advertising Creating Global Advertising Global Media Decisions PR & Publicity

2. Global Advertising Global advertising may be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their worldwide suitability.

3. Extension Vs. Adaptation Pattern Advertising means localized advertising. Localized ads are less likely to required for industrial products or for technology oriented products sold to either consumers or business consumers.

4. Creating Global Advertising Top 20 Global Advertising Organizations Selecting an Ad Agency Creating Global Ads Art Directors and Art Direction Copy Cultural considerations

5. Global Media Decisions Top 10 countries for Ad Exp. Media Decisions

6. P R & Publicity How to react to negative publicity? The Growing Role of PR How PR is Different around the World PR tools