TY  - BOOK
AU  - Barbara Mueller
PY  - 2017
CY  - New York, United States of America
PB  - Peter Lang Verlag
SN  - 9781453919149
TI  - Dynamics of International Advertising
T2  - Theoretical and Practical Perspectives
UR  - https://www.peterlang.com/document/1055942
N2  - 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.
KW  - Advertising, Communication, Culture, International, Marketing, add, cultural norms, economy, marketing, marketing mix, political environments, social contexts
LA  - English
ER  -