Dynamics of International Advertising
Description
Now in its fourth 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, this 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, evolving media, and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Corporate social responsibility and doing business in the global marketplace are addressed as well.
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Persons
Barbara Mueller (Ph.D. University of Washington) is Emeritus Professor of Advertising, San Diego State University. She is also the author of Communicating with the Multicultural Consumer (2008); co-editor of Handbook of Integrated CSR Communication (2017) and co-author of Advertising and Societies: Global Perspectives (2nd Edition, 2010).
Sophia Mueller-Bryson (Ph.D. University of Florida) is an Assistant Professor at the University of Miami. Her research focuses on purpose in advertising, as well as the experiences of advertising practitioners. Her studies have been published in JA, IJA, and JCIRA.
