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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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A ABI/Inform, 274 Aboah, Adwoa, 20 ACE Metrix, 275 Actual product, 24 Acura, 31 Adaptation, product, 26–29 Adidas, 1, 31, 262 Advertising appeals, 189–203 comparative, 199 defined, 57 globalization of, 174–178 growth in worldwide expenditures on, 13–14 influence of culture on, 124–127 localization of, 182–188 multicultural agencies, 110 public relations and, 60–77 role in society, 57 standardization, 58 television, 73–74 trend toward international agencies, 15–17 Advertising, international agency selection, 158–166 centralized versus decentralized control of, 154–158 marketing and advertising strategy options, 166–170, 171 Advertising Age, 14–15, 17, 109, 271, 317, 328 Advertising Standards Authority (ASA), 302, 305 Advertising Standards Canada (ASC), 302–303 AeroSoul, 107 Africa, 91–92 color symbolism in, 123 African Americans, 105–109 Agency selection for international advertising, 158–166 Albrecht, Theo, 53 Alcohol advertising, 280–282 Alderton, Matt, 105 Aldi, 52–53 Alma, 109 Amadeo, 5–6 American Advertising Association (AAA), 306 American Advertising Federation (AAF), 307 American Apparel, 305 American Association of Advertising Agencies (AAAA), 74, 306 American Chamber of Commerce, 11 American Dairy Association, 118–119 American Express, 1, 178 American Marketing Association, 24, 57, 256 American Medical Association, 284 American Motors, 203 Amway, 64 Anderson Analytics, 31 Animal Planet, 234 Apartheid, 94 Appeals, advertising, 189–203 Apple, 32 in-house agency, 159 product placement, 74 340 Index Armstrong, Gary, 24 Armstrong, Robert, 312 Arnold Communications, 262 Asian Americans, 107–109 Asian Businessman Readership Survey (ABRS), 245 Asian Federation of Advertising Agencies...

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