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.
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.