The Management of International Advertising: A Handbook and Guide for Professionals

(Hardback)

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Description

The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets. Kaynak aims to present both a guide to the social, cultural, technological, political and economic influences that affect the international advertising business and a practical handbook on specific advertising processes and practices. The author aims to show that in most cases, advertising systems, practices and procedures vary from one country to another and that these differences are related to differences in the respective countries' demographic, socio-economic, cultural and technological development. Kaynak examines these different approaches, offering the reader a look at how advertising is done in other countries and why it is done that way. Among the topics Kaynak discusses are the internationalization of advertising agencies, the legal restraints on international advertising and the relationship between advertising and socio-economic development. Case examples of international, multinational and transnational firms and advertising agencies are used to illustrate the transition from a general international advertising planning approach to specific international advertising policy and strategy development. Separate chapters devoted to comparative advertising systems and cross-cultural/national advertising explore the reasons for similarities and differences in advertising practices and examine particular advertising strategies and tactics.

Reviews

The author's experiences in international marketing and research are brought together in a volume that simultaneously attempts to be a handbook for practicing advertising specialists, a reference work for researchers in advertising and international marketing, a textbook for those interested in global markets, and also a guide for advertising agency professionals. The book abounds in relevant research results and citations interspersed with the text, but the writing style is generally plodding. Three of seven chapters make major contributions to the current literature: Chapter 1 provides the conceptual framework of the book and offers an extensive overview of marketing and advertising in global markets; Chapter 5, Internationalization of Advertising Agencies, ' and Chapter 7, Legal Restraints on International Advertising, ' cover contemporary issues and are current. Remaining chapters cover multinational advertising strategy, comparative advertising systems, cross-cultural and cross-national advertising practices, and advertising and development. The bibliography is extensive, with more than 250 entries. Useful for undergraduate and graduate students of marketing and advertising; its format and index do not live up to the book's subtitle.-Choice
"The author's experiences in international marketing and research are brought together in a volume that simultaneously attempts to be a handbook for practicing advertising specialists, a reference work for researchers in advertising and international marketing, a textbook for those interested in global markets, and also a guide for advertising agency professionals. The book abounds in relevant research results and citations interspersed with the text, but the writing style is generally plodding. Three of seven chapters make major contributions to the current literature: Chapter 1 provides the conceptual framework of the book and offers an extensive overview of marketing and advertising in global markets; Chapter 5, Internationalization of Advertising Agencies, ' and Chapter 7, Legal Restraints on International Advertising, ' cover contemporary issues and are current. Remaining chapters cover multinational advertising strategy, comparative advertising systems, cross-cultural and cross-national advertising practices, and advertising and development. The bibliography is extensive, with more than 250 entries. Useful for undergraduate and graduate students of marketing and advertising; its format and index do not live up to the book's subtitle."-Choice

Author Bio

ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg. He is editor-in-chief of the Journal of Global Marketing and the Journal of International Consumer Marketing and a prolific writer with twelve books to his credit, some of which have been translated into Japanese and Chinese.