Description du livre
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.