Dynamics of International Advertising

Theoretical and Practical Perspectives

Business & Finance, Marketing & Sales, Advertising & Promotion, Management & Leadership, Decision Making & Problem Solving, Nonfiction, Art & Architecture, General Art
Cover of the book Dynamics of International Advertising by Barbara Mueller, Peter Lang
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Author: Barbara Mueller ISBN: 9781433137846
Publisher: Peter Lang Publication: August 14, 2017
Imprint: Peter Lang Inc., International Academic Publishers Language: English
Author: Barbara Mueller
ISBN: 9781433137846
Publisher: Peter Lang
Publication: August 14, 2017
Imprint: Peter Lang Inc., International Academic Publishers
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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