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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 Five: Coordinating and Controlling International Advertising


C H A P T E R F I V E Coordinating and Controlling International Advertising Chapter 2 focused on the four P’s of the marketing mix—product, price, place (distribution), and, briefly, promotion. In Chapter 3 we highlighted the importance of examining various characteristics of foreign markets—demographic and geographic characteristics, economic factors, and the political-legal environment—and in Chapter 4 we explored the cultural environment. Now we turn our attention to the coordination and control of international marketing communications. once international market- ers have developed a product that meets the needs of a specific group in a foreign market, have priced it properly, and have distributed it through the appropriate channels, they must still inform consumers abroad of the product’s availability and benefits. Advertising’s goal is to generate awareness, interest, desire, and, ultimately, action. In this chapter we will focus on centralized versus decentralized control of international advertising, advertising agency selection, and marketing and advertising strategy options. ceNtralizeD versUs DeceNtralizeD coNtrol oF iNterNatioNal aDvertisiNG one of the first issues a company must address when it decides to communicate with consumers in the various markets in which it intends to do business is how to organize international promotional func- tions—including advertising, personal selling, direct marketing, publicity, and sales promotions. A critical question relates to the locus of decision making—will it be highly centralized at company headquarters, or will a more decentralized, collaborative, and participatory approach to marketing communications be adopted? It should be noted...

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