The document discusses factors to consider for international promotion and advertising. It covers analyzing the marketing environment which includes economic, demographic, cultural, and political/legal factors. Cultural factors that influence advertising include language, tastes/traditions, values, and religion. The document also discusses the media infrastructure in different countries, advertising regulations that vary by country, and whether advertising should be standardized across countries or adapted locally. Some products are more suitable than others for standardized advertising globally due to factors like cultural differences, regulations, and market maturity in different regions. The best strategy may be to plan advertising globally but allow local adaptation and details to ensure it is effective in each local market.