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.
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4 of 4 people found the following review helpful:
5.0 out of 5 stars
All about international advertising,
By Emanuela S. (Mantova, Italy) - See all my reviews
This review is from: Dynamics of International Advertising (Paperback)
The book speaks about characteristics, problems and strategic challenges in international advertising (with a balance of theoretical and pratical perspectives).There are many examples of which elements advertisers must consider to create an effective communication for foreign markets(for example, cultural, economic and political local contexts). It's a very usefull and interesting book, even for students that didn't study advertising or marketing at the university: in fact, contents are expressed clearly and in a thorough way.
5.0 out of 5 stars
Just like the description,
This review is from: Dynamics of International Advertising (Paperback)
The book came in brand new in a decent amount of time. No problems with this seller
5.0 out of 5 stars
Great!,
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This review is from: Dynamics of International Advertising (Paperback)
Very interesting reading for beginners in International Marketing Communications. Tons of pictures and examples which I absolutely love!!!
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