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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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Library of Congress Cataloging-in-Publication Data

Names: Mueller, Barbara, author. Title: Dynamics of international advertising: theoretical and practical perspectives / Barbara Mueller. Description: Third edition. | New York: Peter Lang, 2017. Includes bibliographical references and index. Identifiers: LCCN 2016040170 | ISBN 978-1-4331-2759-5 (paperback: alk. paper) ISBN 978-1-4539-1914-9 (ebook pdf) | ISBN 978-1-4331-3784-6 (epub) ISBN 978-1-4331-3785-3 (mobi) Subjects: LCSH: Advertising. Classification: LCC HF5823 .M829 2017 | DDC 659.1----- d c 2 3 LC record available at DOI 10.3726/978-1-4539-1914-9

Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the ‘‘Deutsche Nationalbibliografie’’; detailed bibliographic data are available on the Internet at

© 2017 Peter Lang Publishing, Inc., New York 29 Broadway, 18th floor, New York, NY 10006

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