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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of theoretical and practical perspectives, this 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, the text addresses the key issues that advertisers must keep in mind when 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.

Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.


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x economies (such as China, Brazil, India, and Malaysia) are particularly bullish on corporations “doing good .” Corporate social responsibility—or CSR—has become the new buzzword . Marketers around the globe have increasingly come to the realization that they are responsible for more than maximizing shareholder profits—indeed, they are beholden to their customers, employees, the envi- ronment, and society in general . This new edition incorporates the best examples of contemporary advertising from around the globe that demonstrate how both clients and agencies are responding to these changes . The latest statistics are incorporated into each and every table, and new insights from academic research are highlighted . This text introduces the reader to the challenges and difficulties in developing and implementing communications programs for foreign markets . While advertising is the major focus, the author recog- nizes that an integrated marketing communications approach is critical to competing successfully in the international setting . In order to communicate effectively with audiences around the globe, marketers must coordinate not only advertising, direct marketing, sales promotions, personal selling, and public relations efforts, but the other aspects of the marketing mix as well . Therefore, the basics of interna- tional marketing are briefly reviewed in the first several chapters of this text . The remainder of the book then focuses on international advertising . While significant changes are incorporated throughout the text, I have kept the basic structure of the book similar to that of the second edition . The text comprises a total of ten chapters . In Chap- ter...

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