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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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5: Coordinating and Controlling International Advertising

Extract

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 charac- teristics 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 inter- national marketers 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 gener- ate awareness, interest, desire, and, ultimately, action . In this chapter we will focus on centralized ver- sus 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 functions—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 that there is a close relationship between the decision on centralization and the extent...

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