Advertising worldwide : concepts, theories, and practice of international, multinational and global advertising
著者
書誌事項
Advertising worldwide : concepts, theories, and practice of international, multinational and global advertising
Prentice Hall, c1994
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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, and includes new material on eastern Europe, international media changes, and international advertising campaigns.
目次
- The environment of worldwide advertising
- the global advertising environment
- developments in world regions
- global management and marketing strategy
- communication and culture
- consumer behaviour
- the worldwide advertising mix
- marketing communication worlldwide
- creative development and execution
- the media landscape worldwide and media planning for worldwide advertising
- other means of communication used worldwide
- managing worldwide advertising
- organization of advertising worldwide - advertiser and agency
- the worldwide advertising plan
- constraints, rules and regulations. Appendix: the IAA Diploma in International Advertising.
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