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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

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. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.


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4: The Cultural Environment


The final aspect of the marketing and advertising environment that the international marketer must consider is the culture of a particular country . Marketers have traditionally examined a potential market’s demographic and geographic characteristics, as well as economic and political factors, in order to determine if and how they might impact the marketing mix . However, only in recent years has greater attention been paid to the cultural environment . Each country exhibits cultural differences that influence consumers’ needs and wants, their methods of satisfying them, and the messages they are most likely to respond to . The international business literature reveals hundreds of blunders that have resulted from miscalculating—or simply ignoring—the cultural environment . This chapter explores the concept of culture and its various elements, and discusses tools potentially useful to international marketers attempting to analyze foreign cultures and penetrate foreign markets . Concept of Culture Culture can be conceptualized in many ways . Indeed, in the early 1950s, Kroeber and Kluckhohn (1952) identified well over 160 different definitions of culture in the anthropological literature . Of course, many new definitions have appeared since . A classic definition is provided by E .B . Taylor, who defined culture as “a complex whole, which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society” (Taylor 1871, 1) . Adamson Hoebel referred to culture as the “integrated sum total of learned behavioral traits that are manifest and shared by members of society” (Hoebel...

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