Global Advertising
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Global Advertising Practice In A Borderless World
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Author : Robert Crawford
language : en
Publisher: Taylor & Francis
Release Date : 2017-07-14
Global Advertising Practice In A Borderless World written by Robert Crawford and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-14 with Business & Economics categories.
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.
Global Advertising Attitudes And Audiences
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Author : Tony Wilson
language : en
Publisher: Routledge
Release Date : 2013-09-05
Global Advertising Attitudes And Audiences written by Tony Wilson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-05 with Business & Economics categories.
This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study.
Advertising Worldwide
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Author : Marieke K. de Mooij
language : en
Publisher:
Release Date : 1994
Advertising Worldwide written by Marieke K. de Mooij and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising.
Global Advertising In A Cultural Context
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Author : Mirjana Milenkovic
language : en
Publisher: Diplomica Verlag
Release Date : 2009-02
Global Advertising In A Cultural Context written by Mirjana Milenkovic and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-02 with Business & Economics categories.
The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.
The Global Advertising Regulation Handbook
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Author : Mary Alice Shaver
language : en
Publisher: Routledge
Release Date : 2014-12-18
The Global Advertising Regulation Handbook written by Mary Alice Shaver and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets. This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries. An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following: form of government history of regulation along with current operating regulation systems route/manner in which cases are brought forward to regulating bodies advertising codes, if any, and how they work amount of money spent on advertising by year consumerism and its role in advertising specific regulation of advertising to children, health advertising and tobacco advertising sanctions and control of advertising found inadmissible position of commercial speech in country--if any Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom. Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.
The Globalization Of Advertising
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Author : James R. Faulconbridge
language : en
Publisher: Routledge
Release Date : 2010-12-09
The Globalization Of Advertising written by James R. Faulconbridge and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-09 with Business & Economics categories.
The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important role in developing global brands both nationally and internationally. This book indentifies and addresses questions on the globalization of advertising through detailed study of the contemporary advertising industry in Detroit, Los Angeles and New York City and the way advertising work has changed in the three cities over recent years. The Globalization of Advertising draws upon previously unpublished research to unpack the contemporary structure, spatial organization and city geographies of global advertising agencies. The book demonstrates how teamwork in contemporary advertising agencies, intra-organizational power relations and the distribution of organizational capabilities all define how global agencies operate as transnationally integrated organizations. This in turn allows understanding to be developed of the role of the offices of global agencies located in the three case study cities, Detroit, Los Angeles and New York. The role of these three cities as preeminent markets for advertising in the USA is shown to have changed radically over recent years, experiencing both growth and decline in employment as a result of their position in global networks of advertising work; networks that operate in the context of a changing US economy and the rise of new and emerging centres of advertising in Asia and South America. This book offers a cutting edge overview of recent and current trends in the globalization of advertising and new insights into the way global advertising agencies operate in and through world cities. It will be a valuable resource for researchers and students studying Geography, Management and Sociology.
Dynamics Of International Advertising
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Author : Barbara Mueller
language : en
Publisher: Peter Lang
Release Date : 2011
Dynamics Of International Advertising written by Barbara Mueller and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
"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 --
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE Publications
Release Date : 2013-08-27
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-27 with Business & Economics categories.
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
The Global Local Paradox In International Advertising Can Marketing Really Be International
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Author : Christina Liessem
language : en
Publisher:
Release Date : 2015-01-05
The Global Local Paradox In International Advertising Can Marketing Really Be International written by Christina Liessem and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-05 with Advertising categories.
Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij's opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950's and the 1980's. Simultaneously, "academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach" (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation i
International Advertising
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Author : John Philip Jones
language : en
Publisher: SAGE Publications
Release Date : 1999-10-22
International Advertising written by John Philip Jones and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-10-22 with Business & Economics categories.
John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising. —Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.