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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 Four: The Cultural Environment


C H A P T E R F O U R The Cultural Environment The final aspect of the marketing and advertising environment that the international marketer must consider is the culture of a particular country. Marketers have traditionally examined a potential market’s demographic and geographic characteristics, as well as economic and political factors, in order to determine if and how they might impact the marketing mix. However, only in recent years has greater attention been paid to the cultural environment. each country exhibits cultural differences that influence consumers’ needs and wants, their methods of satisfying them, and the messages they are most likely to respond to. The international business literature reveals hundreds of blunders that have resulted from miscalculating—or simply ignoring—the cultural environment. This chapter explores the concept of culture and its various elements, and discusses tools potentially useful to international marketers attempting to analyze foreign cultures and penetrate foreign markets. coNcePt oF cUltUre Culture can be conceptualized in many ways. Indeed, in the early 1950s, Kroeber and Kluckhohn (1952) identified well over 160 different definitions of culture in the anthropological literature. of course, many new definitions have appeared since. A classic definition is provided by e. B. Taylor, who defined culture as “a complex whole, which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society” (Taylor 1871, 1). Adamson Hoebel referred to culture as the “integrated sum total...

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