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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 Three: The International Marketing and Advertising Environment

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C H A P T E R T H R E E The International Marketing and Advertising Environment Demographic and geographic characteristics, and economic and political-legal factors, all are important not only in evaluating a country’s potential as a market but also in designing and implementing the marketing mix for a specific market. Thus, each of these environmental factors will be analyzed in this chapter. The international marketer must consider demographic characteristics (size of the popula- tion, rate of population growth, education, population density, and age structure and composition of population), economic factors (gNP per capita, income distribution, and rate of gNP growth), geo- graphic characteristics (size of the country, topographical characteristics, and climate conditions), and the political-legal environment (political stability, laws and regulations, and the degree of nationalism). Clearly, cultural characteristics also play an influential role. However, this aspect of the international marketing and advertising environment will be dealt with separately in Chapter 4. Figure 3.1 shows the relationship of these environmental factors to the marketing mix. The international marketer generally has very limited, if any, control over these environmental factors. The marketer’s task is to assess these factors in order to identify potential barriers to doing business. Firms operating in affluent markets are accustomed to having extensive secondary data available, but obtaining similar data in developing markets can prove quite a challenge. often, data are inaccurate or simply not available. If no insurmountable barriers are detected, the research on these uncontrollable environmental elements will provide...

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