Theoretical and Practical Perspectives
My objective in preparing this second edition of Dynamics of International Advertising: Theoretical and Practical Perspectives was to reflect the dramatic changes that have impacted the field over the past 5 to 10 years. The current economic downturn has caused advertising budgets to shrink, agencies to lay off advertising professionals, and many consumers in developed and developing markets alike to tighten their belts. In response to the shifting demographics in more advanced countries, international advertisers are increasingly looking to developing markets for larger and more youthful consumer segments. New media forms are evolving—forms no one could have predicted when the first edition was published. And advertisers are increasingly being expected to behave in a socially responsible fashion—not only towards their customers, their employees, and the environment—but also to society at large. This new edition utilizes the best examples of contemporary advertising from around the globe to demonstrate how agencies are responding to these changes. The latest statistics are incorporated into each and every table. And new insights from academic research are highlighted. This book introduces the reader to the challenges and difﬁculties of developing and implementing communications programs for foreign markets. Although advertising is the major focus, I recognize that an integrated marketing communications approach is critical to competing successfully in the international setting. In order to communicate effectively with audiences around the globe, marketers must coordinate not only advertising, direct marketing, sales promotions, personal selling, and public relations efforts, but all other aspects of the...
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