International Advertising: Communicating Across Cultures

Barbara Mueller

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Marketing and Advertising Strategies International Business and FDI Advertising and Communication Studies

Abstract

Growth on international business and advertising the international marketing mix the international marketing and advertising environment the cultural environment coordinating and controlling international advertising creative strategy and execution advertising media in the international arena research in the international arena advertising regulatory considerations in the international arena social responsibility and ethics in the global marketplace new marketing and advertising frontiers.

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2001The use of humour in television advertising: revisiting the US-UK comparison 2004Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s 2012Influences of culture and market convergence on the international advertising strategies of multinational corporations in North America, Europe and Asia 2004Translating Advertisements across Heterogeneous Cultures 2010Advertising and Culture 2003Teaching Culture: The Challenges and Opportunities of International Public Relations 2011Multilingualism and Web advertising: addressing French-speaking consumers 2011Modes and models for transcending cultural differences in international classrooms

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