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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

Dynamics of International Advertising brings to light the unique challenges marketers face in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this second 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, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind in 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. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The book should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency; researchers of international advertising and marketing will also find the text a valuable resource.

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Preface ix CHAPTER ONE Growth of International Business and Advertising 1 CH A P TER T wO The International Marketing Mix 21 CH A P TER THR EE The International Marketing and Advertising Environment 87 CH A P TER FOU R The Cultural Environment 107 CH A P TER FI V E Coordinating and Controlling International Advertising 161 CH A P TER SI X Creative Strategy and Execution 183 CH A P TER SEV EN Advertising Media in the International Arena 227 CH A P TER E IGHT Research in the International Arena 263 CH A P TER N I N E Advertising Regulatory Considerations in the International Arena 291 CH A P TER TEN Ethics and Beyond: Corporate Social Responsibility and Doing Business in the Global Marketplace 323 Index 351

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