The first volume of this reader focused on advertising conditions in various countries, including Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan, and the USA, along with Marieke de Mooij's chapter on cultural impacts. The second volume expands on the theme of "Advertising Worldwide" by exploring additional significant countries and their unique advertising structures. Authors were tasked with addressing key questions regarding social, cultural, or religious features of advertising practices, taboos, legal restrictions, and existing advertising infrastructure, including institutions and federations. They also examined the availability of media, methods for collecting advertising data, targeting specific demographics, and media preferences. Analyzing the chosen countries across both volumes reveals that the primary concern in advertising strategy is not the theoretical debate between standardization and differentiation, especially for consumer goods. Instead, the practical necessity of adapting to the specific advertising conditions in each country prevails. Consequently, a standardized global or multinational advertising campaign is more of an exception than the norm.
