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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 Eight: Research in the International Arena


C H A P T E R E I G H T Research in the International Arena The role of research is equally important in domestic and international marketing and advertising. Its basic purpose is to assist advertising and marketing managers in making more informed, and therefore better, decisions. When planning to sell goods to foreign consumers, each element of the marketing mix must be investigated. As noted in Chapter 2, the product must be appropriate for a given market. In some cases the same product can be marketed around the globe; in others modifications may be required. The marketer must determine the most appropriate price, which may be influenced by the firm’s short- and long-term objectives, the competitive environment, and a variety of other factors. The marketer must establish the availability of various channels and select the most efficient means of distribution. Marketing research can address each of these areas. Finally, the international marketer must consider promotion of the product: personal selling, sales promotion, direct response, public relations efforts, and, of course, advertising. Advertising research may involve lifestyle studies, concept testing, message pre- and post-testing to determine reactions to different types of advertising appeals and executions, and determination of appropriate media vehicles. each of the marketing-mix decisions will be influenced by the international marketing environment outlined in Chapter 3. Marketers must familiarize themselves with demographic factors such as market size and population growth; economic factors, including degree of urbanization and income distribution; geographic characteristics such...

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