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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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Chapter Two: The International Marketing Mix


C H A P T E R T wO The International Marketing Mix The primary focus of this text is international advertising. However, because an advertising campaign is part of an overall marketing strategy and must be coordinated with other marketing activities, the role of the other marketing mix elements will be reviewed. Companies operating in one or more foreign markets must decide whether to adapt their marketing mix to local conditions, and if so, to what degree. The concept of a marketing mix, popularized by Jerome McCarthy, includes the following four P’s: ƒ Product: includes a product’s design and development, as well as branding and packaging; ƒ Place (or distribution): includes the channels used in moving the product from manufacturer to consumer; ƒ Price: includes the price at which the product or service is offered for sale and establishes the level of profitability; ƒ Promotion: includes advertising, personal selling, sales promotions, direct marketing, and publicity. Broadly defined, it also includes sponsorships, product integration, and even trade fairs. (McCarthy 1960) GloBalizatioN versUs localizatioN oF tHe MarketiNG Mix experts disagree over the degree to which firms should globalize, or standardize, their marketing programs across markets. At one extreme are companies that support the use of a fully standardized approach. Marshall Mcluhan coined the term “global village” to describe an emerging world tightly linked through telecommunications. Many marketers believe that these advances in telecommunica- tions, along with cheaper air transportation and the resulting increase in international travel, have created increasingly international consumers, making the...

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