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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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Note: Page numbers followed by f indicate figures; page numbers followed by t indicate tables. A Absolut, 293 ACE Metrix, 287 actual product, 26, 26f Adidas, 176 advertiser(s), most-awarded (2009), 221t advertising, 60–61, 61t cinema, 239 cultural influences on, 129–33, 131f defined, 60 direct marketing, 240 expenditures for, 60, 61t by country, 14t growth of, 14–16, 14t, 15t globalized, 183–87, 185f, 186f products suitable for, 187–93, 188f–90f, 192f, 193f international coordinating and controlling, 161–81. See also international advertising, coordinating and controlling environment of, 87–105. See also specific com- ponents and international marketing and advertising environment growth of, 1–20. See also international business and advertising, growth of localization of, 194–98, 197f local print, 235–38, 236f, 237t mass media, 233 mobile phones, 240–42, 241t most-awarded advertisers (2009), 221t most-awarded agencies (2009), 221t most-awarded agency networks (2009), 221t most-awarded countries (2009), 222t national, regulation of, 291–308. See also national advertising, regulation of national/local media, 227–46 regulation of, 291–321. See also international adver- tising, regulation of role in society, 60 specialized, 60 standardized, 60 transit, 239 world expenditures by medium, purchasing power parities, 231t Advertising Age, 16, 18, 109–10, 114, 173, 270, 328, 338 advertising agencies international, as source of secondary data in mar- keting research, 269–70 local, vs. international advertising agencies, 307–08 most-awarded (2009), 221t advertising appeals, 199–214 defined, 199 advertising media, 227–61. See media Advertising Standards Authority (ASA), 312–13, 316...

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