Dynamics of International Advertising brings to light the unique challenges marketers face in developing and
implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this second
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, Dynamics
of International Advertising addresses the key issues that advertisers must keep in mind in 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. 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 book should
prove useful to practitioners of international advertising, whether on the client side or within the advertising
agency; researchers of international advertising and marketing will also find the text a valuable resource.