Theoretical and Practical Perspectives
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.
5 Coordinating and Controlling International Advertising
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Coordinating and Controlling International Advertising
Chapter 2 focused on the four P’s of the marketing mix—product, price, place (distribution), and, briefly, promotion. In Chapter 3 we highlighted the importance of examining various characteristics of foreign markets—demographic and geographic characteristics, economic factors, and the political-legal environment—and in Chapter 4 we explored the cultural environment. Now we turn our attention to the coordination and control of international marketing communications. Once international marketers have developed a product that meets the needs of a specific group in a foreign market, have priced it properly, and have distributed it through the appropriate channels, they must still inform consumers abroad of the product’s availability and benefits. Advertising’s goal is to generate awareness, interest, desire, and, ultimately, action. In this chapter we will focus on centralized versus decentralized control of international advertising, advertising agency selection, and marketing and advertising strategy options.
Centralized Versus Decentralized Control of International Advertising