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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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2 The International Marketing Mix


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The International Marketing Mix

The primary focus of this text is international advertising. However, because an advertising campaign is part of an overall marketing strategy and must be coordinated with other marketing activities, the role of the other marketing mix elements will be reviewed. Companies operating in one or more foreign markets must decide whether to adapt their marketing mix to local conditions, and if so, to what degree. The concept of a marketing mix, popularized by Jerome McCarthy, includes the following four P’s:

• Product: includes a product’s design and development, as well as branding and packaging;

• Place (or distribution): includes the channels used in moving the product from manufacturer to consumer;

• Price: includes the price at which the product or service is offered for sale and establishes the level of profitability;

• Promotion: includes advertising, personal selling, sales promotions, direct marketing, and publicity. Broadly defined, it also includes sponsorships, product integration, and even trade fairs. (McCarthy 1960)

Globalization Versus Localization of The Marketing Mix

Experts continue to disagree over the degree to which firms should globalize, or standardize, their marketing programs across markets. At one extreme are companies that support the use of a fully standardized approach. Marshall McLuhan coined the term “global village” to describe an emerging world tightly linked through telecommunications. Many marketers believe that these advances in telecommunications, along with cheaper air transportation and the resulting...

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