International Advertising: Communicating Across Cultures / Edition 1

International Advertising: Communicating Across Cultures / Edition 1

by Barbara Mueller
     
 

ISBN-10: 0534192785

ISBN-13: 9780534192785

Pub. Date: 08/28/1995

Publisher: Wadsworth

This text introduces the challenges and difficulties faced in developing and implementing communications programs for foreign markets, presenting an overview of the cultural, economic, legal, political, and social conditions relevant to international advertising and provides a balance of theoretical and practical perspectives.  See more details below

Overview

This text introduces the challenges and difficulties faced in developing and implementing communications programs for foreign markets, presenting an overview of the cultural, economic, legal, political, and social conditions relevant to international advertising and provides a balance of theoretical and practical perspectives.

Product Details

ISBN-13:
9780534192785
Publisher:
Wadsworth
Publication date:
08/28/1995
Pages:
340

Table of Contents

1. Growth of International Business and Advertising. 2. The International Marketing Mix. 3. The International Marketing and Advertising Environment. 4. The Cultural Environment. 5. Coordinating and Controlling International Advertising. 6. Creative Strategy and Execution. 7. Advertising Media in the International Arena. 8. Research in the International Arena. 9. Advertising Regulatory Considerations in the International Arena. 10. Social Responsibility and Ethics in the Global Marketplace. 11. New Marketing and Advertising Frontiers. Epilogue. Appendix: ICC International Code of Advertising Practice. Index.

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