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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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9: Advertising Regulatory Considerations in the International Arena


Much as the media scene of a particular country changes rapidly, so, too, does the regulatory situ-ation . In fact, the two are often related . As media forms evolve, such as the Internet and mobile phone advertising, new regulations also develop regarding advertising messages that may appear in those media . Currently, advertising regulations differ significantly among nations . A message consid- ered perfectly acceptable in one market might well be deemed inappropriate in another . Product cat- egories that can be advertised freely in one country may be banned altogether elsewhere . In this chapter we will highlight the various types of advertising regulations and regulatory agencies the international advertiser may encounter when promoting goods and services in foreign countries . We will also discuss the role of self-regulation in both national and international markets and the implications of advertis- ing regulation for the international marketer . Each of these points is relevant, regardless of whether the international marketer plans to undertake a standardized campaign or anticipates localizing promo- tional efforts for each country . Because it is beyond the scope of this text to provide a complete overview of the regulatory environment of each and every market, examples will be provided instead to reinforce the variety of advertising regulations worldwide . Influences on National Regulations Much in the same way international marketers must familiarize themselves with the foreign marketing environment, as discussed in Chapter  3, so, too, must they investigate the regulatory environment . Indeed, demographic, economic, geographic, political-legal, and cultural factors may all directly influence...

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