Dynamics of International Advertising: Theoretical and Practical Perspectives
ISBN-13:
9781433103841
ISBN-10:
1433103842
Edition:
2
Author:
Barbara Mueller
Publication date:
2010
Publisher:
Peter Lang Inc., International Academic Publishers
Format:
Paperback
368 pages
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Book details
ISBN-13:
9781433103841
ISBN-10:
1433103842
Edition:
2
Author:
Barbara Mueller
Publication date:
2010
Publisher:
Peter Lang Inc., International Academic Publishers
Format:
Paperback
368 pages
Summary
Dynamics of International Advertising: Theoretical and Practical Perspectives (ISBN-13: 9781433103841 and ISBN-10: 1433103842), written by authors
Barbara Mueller, was published by Peter Lang Inc., International Academic Publishers in 2010.
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Description
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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