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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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3 The International Marketing and Advertising Environment


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The International Marketing and Advertising Environment

Demographic and geographic characteristics, and economic and political-legal factors, are all important not only in evaluating a country’s potential as a market but also in designing and implementing the marketing mix for a specific market. Thus, each of these environmental factors will be analyzed in this chapter. The international marketer must consider demographic characteristics (size of the population, rate of population growth, education, population density, and age structure and composition of population), economic factors (GNP per capita, income distribution, and rate of GNP growth), geographic characteristics (size of the country, topographical characteristics, and climate conditions), and the political-legal environment (political stability, laws and regulations, and the degree of nationalism). Clearly, cultural characteristics also play an influential role. However, this aspect of the international marketing and advertising environment will be dealt with separately in Chapter 4. Figure 3.1 shows the relationship of these environmental factors to the marketing mix.

The international marketer generally has very limited, if any, control over these environmental factors. The marketer’s task is to assess these factors in order to identify potential barriers to doing business. Firms operating in affluent markets are accustomed to having extensive secondary data available, but obtaining similar data in developing markets can prove quite a challenge. Often, data are inaccurate or simply not available. If no insurmountable barriers are detected, the research on these uncontrollable environmental elements will provide information that allows the international marketer...

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