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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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7: Advertising Media in the International Arena

Extract

An area that proves to be particularly challenging and often quite frustrating for most international marketers is that of the media function . The basic goals of media planning and purchasing are generally the same whether the planner is operating in New York or New Delhi: to select those media and vehicles that most efficiently and effectively reach the target audience . However, the application of these principles will vary from one market to the next . The intention of this chapter is not to provide an overview of the media situation in each of the numerous markets around the world . Not only is a complete survey beyond the scope of this text, but such information would soon be outdated . Rather, the goal here is to outline the media options avail- able to international media planners and to highlight the diversity in the various media environments . National/Local Versus International Media Media planners zeroing in on foreign markets have the option of using national/local media or employing media that cross national borders—better known as international media . Using a combination of the two is clearly an alternative as well . The decision of whether to employ national/local or international media is impacted by a number of factors, including but not limited to: (1) how much centralized control the firm has, (2) what target audience the advertiser is attempting to reach, (3) whether the firm has chosen to employ a localized or globalized campaign, and (4) whether the firm works with national or multinational advertising...

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