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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

Dynamics of International Advertising brings to light the unique challenges marketers face in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this second 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, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind in 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. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The book should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency; researchers of international advertising and marketing will also find the text a valuable resource.
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CHAPTER NINE Advertising Regulatory Considerations in the International Arena


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Advertising Regulatory Considerations in the International Arena

Much as the media scene of a particular country changes rapidly, so, too, does the regulatory situation. In fact, the two are often related. As new 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 considered perfectly acceptable in one market might well be deemed inappropriate in another. Product categories 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 advertising 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 promotional 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.


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