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Books > Business & Economics > Business & management > E-commerce
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Dynamics of International Advertising - Theoretical and Practical Perspectives (Paperback, 3rd Revised edition)
Loot Price: R1,684
Discovery Miles 16 840
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Dynamics of International Advertising - Theoretical and Practical Perspectives (Paperback, 3rd Revised edition)
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Now in its third 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, the 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, 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. Ethical concerns are highlighted as well. Dynamics
of International Advertising is a comprehensive text for
upper-division undergraduate or graduate level courses dealing with
international advertising. It can also serve as a supplemental text
for courses in international marketing as well as for introductory
advertising, marketing or mass communication courses seeking to
expand coverage of the international dimension.
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