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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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6: Creative Strategy and Execution


Charles Frazer offers a generally accepted definition of creative strategy: “a policy or guiding princi-ple which specifies the general nature and character of messages to be designed . Strategy states the means selected to achieve the desired audience effect over the term of the campaign” (Frazer 1983, 36) . One of the most important strategic considerations is whether to globalize advertising worldwide or to adapt it to the specific needs of each market . Scholars and practitioners alike continue to be divided with regard to the benefits and disadvantages associated with each strategic approach . It should be reit- erated, too, that this debate carries a variety of labels . Globalized campaigns have also been referred to as standardized and universal in the literature; localized campaigns have been called specialized, adapted, and even customized . In this chapter we will use the terms interchangeably in examining globalization versus localization as it relates to creativity in advertising . We will also touch on the creative develop- ment and production of advertisements, examining the use of advertising appeals and both verbal and nonverbal aspects of commercial messages . STRATEGIC DECISIONS Globalization of Advertising An increasing number of advertising and marketing executives agree that the needs and desires of consumers around the world are growing ever more homogenized . These experts contend that the world is one large market and that regional, national, and even international differences are at best superficial . Therefore, the consumer may well be satisfied with similar products and services . There’s no arguing...

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