10% off all books and free delivery over £40
Buy from our bookstore and 25% of the cover price will be given to a school of your choice to buy more books. *15% of eBooks.

Dynamics of International Advertising

View All Editions

The selected edition of this book is not available to buy right now.
Add To Wishlist
Write A Review

About

Dynamics of International Advertising Synopsis

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.

About This Edition

ISBN: 9781433127595
Publication date: 10th August 2017
Author: Barbara Mueller
Publisher: Peter Lang Publishing Inc
Format: Paperback
Pagination: 354 pages
Genres: Advertising
Brands and branding
Online marketing
Market research