Dynamics of international advertising
Subtitle: theoretical and practical perspectives
By: Barbara Mueller
Edition: Third edition.
Published: 2017
Language: eng
Number of pages: 353
ISBN-13: 9781433127595
Subjects: Advertising
Description: Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns. With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well. Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising, marketing or mass communication courses seeking to expand coverage of the international dimension. -- from back cover.
Notes: Includes bibliographical references and index.
Table of contents: title: Growth of international business and advertising; title: The international marketing mix; title: The international marketing and advertising environment; title: The cultural environment; title: Coordinating and controlling international advertising; title: Creative strategy and execution; title: Advertising media in the international arena; title: Research in the international arena; title: Advertising regulatory considerations in the international arena; title: Ethics and beyond: Corporate social responsibility and doing business in the global marketplace.