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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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This third edition of Dynamics of International Advertising: Theoretical and Practical Perspectives was undertaken with the objective of reflecting the dramatic changes that have impacted the field of advertising since the previous edition, when the economic downturn caused advertising budgets to shrink, agencies to lay off advertising professionals, and many consumers in developed and developing markets alike to tighten their belts. Since then, the economy has rebounded in the United States as well as around the globe. Advertising Age reports that worldwide spending on media and marketing will top $1 trillion for the first time in 2017. While the United States remains the top market in terms of ad spending, since the last edition, China has taken Japan’s place as the second-largest ad market in the world, and India has joined the list of top-ten ad markets. While North America is home to 47 of the world’s top 100 advertisers, Advertising Age reports that the rest are spread across the globe, with 33 based in Europe and 20 in Asia. U.S.-based Procter & Gamble is the largest advertiser in the world, and Netherlands/U.K.-based Unilever is number two. The largest Asian-based advertiser is Japan’s Toyota Motor Corp. World business today is truly driven by global competition among global companies for global consumers. The consumer of 2017 wears Adidas sneakers and Levi’s jeans, drives to work in a Fiat, watches a Sony TV, connects with friends on a Samsung cell phone, enjoys an ice-cold Corona, stops off for a sandwich...

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