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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 Seven: Advertising Media in the International Arena


C H A P T E R S E V E N Advertising Media in the International Arena An area that proves to be particularly challenging and often quite frustrating for most international marketers is that of the media function. The basic goals of media planning and purchasing are gener- ally the same whether the planner is operating in New york or New Delhi: to select those media and vehicles that most efficiently and effectively reach the target audience. However, the application of these principles will vary from one market to the next. The intention of this chapter is not to provide an overview of the media situation in each of the numerous markets around the world. Not only is a complete survey beyond the scope of this text, but such information would soon be outdated. rather, the goal here is to outline the media options avail- able to international media planners and to highlight the diversity in the various media environments. NatioNal/local versUs iNterNatioNal MeDia Media planners zeroing in on foreign markets have the option of using national/local media or employing media that cross national borders—better known as international media. Using a combination of the two is clearly an alternative as well. The decision of whether to employ national/local or international media is impacted by a number of factors, including but not limited to: (1) how much centralized control the firm has, (2) what target audience the advertiser is attempting to reach, (3) whether the firm has...

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