Dynamics of International Advertising: Theoretical and Practical Perspectives - Softcover

Mueller, Barbara

Softcover

ISBN 10: 0820463604 ISBN 13: 9780820463605

Publisher: Peter Lang Inc., International Academic Publishers, 2006

Synopsis

Dynamics 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, Dynamics 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.
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.

About this title

About the Author:

The Author: Barbara Mueller is Professor of Advertising in the School of Communication at San Diego State University. She received her Ph.D. in Communications from the University of Washington. In addition to numerous articles in professional journals, she is co-author (with Katherine Toland Frith) of Advertising and Societies.

Review:

«The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge.» (Douglas West, University of Birmingham)
«‘Dynamics of International Advertising’ is a truly outstanding book. The author does an outstanding job of providing very current examples of international advertising practices. There is also a wealth of recent data in the book and the author does an excellent job of providing context for [the] many interesting tables and exhibits in the book, something that is often lacking in discussions of international business. The author also provides a wonderful overview of current trends, providing deep insight into what academic research and practitioner actions in these issues tell us about international advertising.» (Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business)

About this edition

• Publisher: Peter Lang Inc., International Academic Publishers
• Publication date: 2006
• ISBN 10: 0820463604
• ISBN 13: 9780820463605
• Binding: Paperback
• Edition number: 2
• Number of pages: 342