Dynamics of International Advertising

Dynamics of International Advertising

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altIgDynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, altIgDynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political 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. altBRg 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 text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.Another 19 percent said they turn down the TV or mute it, a 10-point increase. In fact, one of the fastest growing gadgets respondents said they cana#39;t live without is the remote control, which 44 percent consider a necessity ... The federal communication code requires broadcasters to acknowledge any paid promotions in their program credits. ... In ABCa#39;s version of the British quiz show Who Wants to Be a Millionaire?, for example, ATaamp;T sponsored the program and bought advertisinganbsp;...

Title:Dynamics of International Advertising
Author: Barbara Mueller
Publisher:Peter Lang - 2004-01

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