Dynamics of International Advertising: Theoretical and Practical Perspectives

By Barbara Mueller

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 1433103842
• ISBN13: 9781433103841
• Release Date: December 2010
• Publisher: Peter Lang Inc., International Academic Publi
• Length: 368 Pages
• Weight: 1.54 lbs.
• Dimensions: 0.8" x 7.0" x 9.9"

Customer Reviews

Just like the description

The book came in brand new in a decent amount of time. No problems with this seller

Great!

Very interesting reading for beginners in International Marketing Communications. Tons of pictures and examples which I absolutely love!!!

All about international advertising

The book speaks about characteristics, problems and strategic challenges in international advertising (with a balance of theoretical and pratical perspectives).There are many examples of which elements advertisers must consider to create an effective communication for foreign markets(for example, cultural, economic and political local contexts). It's a very usefull and interesting book, even for students that didn't study advertising or marketing at the university: in fact, contents are expressed clearly and in a thorough way.