Dynamics of International Advertising
Theoretical and Practical Perspectives
Year of Publication: 2006
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2004, 2006. X, 342 pp., num. ill.
ISBN 978-0-8204-6360-5 pb. (Softcover)
Weight: 0.610 kg, 1.345 lbs
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Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political 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.
This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.
About the author(s)/editor(s)
The Author: Barbara Mueller is Professor of Advertising in the School of Communication at San Diego State University. She received her Ph.D. in Communications from the University of Washington. In addition to numerous articles in professional journals, she is co-author (with Katherine Toland Frith) of Advertising and Societies.