Dynamics of International Advertising: Theoretical and Practical Perspectives / Edition 3

by Barbara Mueller

Overview

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.

Product Details

ISBN-13:	9781433127595
Publisher:	Peter Lang Inc., International Academic Publishers
Publication date:	08/10/2017
Edition description:	New Edition
Pages:	354
Product dimensions:	70.00(w) x 10.00(h) x (d)

About the Author

Barbara Mueller (Ph.D., University of Washington) is Professor of Advertising at San Diego State University. Her work has appeared in numerous journals, including the Journal of Advertising, International Journal of Advertising, and International Marketing Review. She is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008) and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, second edition, 2010).

Table of Contents

	Preface	ix
Chapter 1	Growth of International Business and Advertising	1
Chapter 2	The International Marketing Mix	22
Chapter 3	The International Marketing and Advertising Environment	85
Chapter 4	The Cultural Environment	106
Chapter 5	Coordinating and Controlling International Advertising	156
Chapter 6	Creative Strategy and Execution	176
Chapter 7	Advertising Media in the International Arena	214
Chapter 8	Research in the International Arena	249
Chapter 9	Advertising Regulatory Considerations in the International Arena	279
Chapter 10	Social Responsibility and Ethics in the Global Marketplace	303
	Index	335

Editorial Reviews

International advertising and marketing scholars will find «Dynamics of International Advertising» extremely useful. Barbara Mueller offers a fantastic aid to scholarship on a complex intermingling of culture, advertising, and consumers. With a wide range of examples illustrating current international advertising practices, this book should stimulate the improvement of our knowledge as to how firms can create an effective communication strategy for foreign markets.”

“The third edition of Mueller’s «Dynamics of International Advertising» provides excellent, comprehensive coverage of current issues affecting global advertisers. The book provides rich conceptual frameworks and detailed, relevant examples. It is exceptionally strong in providing deep cultural insights for the reader. Moreover, the reader is left with much insight on the state of the art in planning and executing global advertising and marketing campaigns. The book takes a holistic corporate view, making it appropriate for use in both business schools and communications programs.

From the Publisher