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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

Extract

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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