dynamics of international advertising theoretical and practical perspectives

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Dynamics Of International Advertising

Author : Barbara Mueller
ISBN : 1433103842
Genre : Business & Economics
File Size : 35. 98 MB
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"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --

Dynamics Of International Advertising

Author : Barbara Mueller
ISBN : 0820463604
Genre : Business & Economics
File Size : 72. 72 MB
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Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political 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. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource."

Dynamics Of International Advertising

Author : Barbara Mueller
ISBN : 1433127598
Genre : Advertising
File Size : 84. 4 MB
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This is a comprehensive text for upper-division undergraduate or graduate level courses dealing with International Advertising.

Communicating With The Multicultural Consumer

Author : Barbara Mueller
ISBN : 082048119X
Genre : Business & Economics
File Size : 41. 32 MB
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Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers – from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners – whether on the client side or within the advertising agency.

Advertising And Societies

Author : Katherine Toland Frith
ISBN : 1433103850
Genre : Business & Economics
File Size : 29. 30 MB
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Now in its second edition, Advertising and Societies: Global Issues provides an international perspective on the practice of advertising while examining some of the ethical and social ramifications of advertising in global societies. The book illustrates how issues such as the representation of women and minorities in ads, advertising and children, and advertising in the digital era have relevance to a wider global community. This new edition has been updated to reflect the dramatic changes impacting the field of advertising that have taken place since publication of the first edition. The growing importance of emerging markets is discussed, and new photos are included. The book provides students and scholars with a comprehensive review of the literature on advertising and society and uses practical examples from international media to document how global advertising and global consumer culture operate, making it an indispensable research tool and invaluable for classroom use.

Global Public Relations

Author : Alan R. Freitag
ISBN : 9781134061297
Genre : Business & Economics
File Size : 37. 49 MB
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This text provides a structured and practical framework for understanding the complexities of contemporary public relations. It is an instructional book that guides the reader through the challenges of communication and problem solving across a range of organizations and cross-cultural settings. Written in a straightforward, lively style, the book covers: foundational theories, and factors that shape the discipline communication across cultures trends affecting the public relations profession throughout the world. Incorporating case studies and commentary to illustrate key principles and stimulate discussion, this book also highlights the different approaches professionals must consider in different contexts, from communicating with employees to liaising with external bodies, such as government agencies or the media. Offering a truly global perspective on the subject, Global Public Relations is essential reading for any student or practitioner interested in public relations excellence in a global setting. A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415448154/

Global Advertising Practice In A Borderless World

Author : Robert Crawford
ISBN : 9781317421696
Genre : Business & Economics
File Size : 30. 49 MB
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Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

Against International Relations Norms

Author : Charlotte Epstein
ISBN : 9781317353669
Genre : Political Science
File Size : 52. 9 MB
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This volume uses the concept of ‘norms’ to initiate a long overdue conversation between the constructivist and postcolonial scholarships on how to appraise the ordering processes of international politics. Drawing together insights from a broad range of scholars, it evaluates what it means to theorise international politics from a postcolonial perspective, understood not as a unified body of thought or a new ‘-ism’ for IR, but as a ‘situated perspective’ offering ex-centred, post-Eurocentric sites for practices of situated critique. Through in-depth engagements with the norms constructivist scholarship, the contributors expose the theoretical, epistemological and practical erasures that have been implicitly effected by the uncritical adoption of ‘norms’ as the dominant lens for analysing the ideational dynamics of international politics. They show how these are often the very erasures that sustained the workings of colonisation in the first place, whose uneven power relations are thereby further sustained by the study of international politics. The volume makes the case for shifting from a static analysis of ‘norms’ to a dynamic and deeply historical understanding of the drawing of the initial line between the ‘normal’ and the ‘abnormal’ that served to exclude from focus the 'strange' and the unfamiliar that were necessarily brought into play in the encounters between the West and the rest of the world. A timely intervention, it will be of great interest to students and scholars of international relations, international relations theory and postcolonial scholarship.

Digital Advertising

Author : Shelly Rodgers
ISBN : 9781317225461
Genre : Business & Economics
File Size : 42. 16 MB
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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Competition In Higher Education Branding And Marketing

Author : Antigoni Papadimitriou
ISBN : 9783319585277
Genre : Education
File Size : 28. 78 MB
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This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.

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