The Globalization Of Advertising

Author : James R. Faulconbridge,Peter Taylor,Corinne Nativel,Jonathan Beaverstock
Publisher : Routledge
Page : 304 pages
File Size : 43,8 Mb
Release : 2010-12-09
Category : Business & Economics
ISBN : 9781135279806

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The Globalization of Advertising by James R. Faulconbridge,Peter Taylor,Corinne Nativel,Jonathan Beaverstock Pdf

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 The Globalization of Advertising draws upon previously unpublished research to unpack the contemporary structure, spatial organization and city geographies of global advertising agencies.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.

Author : Robert Crawford,Linda Brennan,Lukas Parker
Publisher : Taylor & Francis
Page : 236 pages
File Size : 40,5 Mb
Release : 2017-07-14
Category : Business & Economics
ISBN : 9781317421702

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Global Advertising Practice in a Borderless World by Robert Crawford,Linda Brennan,Lukas Parker Pdf

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.

Author : Aurélia Durand
Publisher : Routledge
Page : 495 pages
File Size : 45,7 Mb
Release : 2018-07-17
Category : Business & Economics
ISBN : 9781315474151

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Marketing and Globalization by Aurélia Durand Pdf

This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durand’s unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they’ll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.

Author : Thomas H. P. Gould
Publisher : Rowman & Littlefield
Page : 255 pages
File Size : 54,9 Mb
Release : 2015-12-16
Category : Business & Economics
ISBN : 9780810886445

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Global Advertising in a Global Culture by Thomas H. P. Gould Pdf

Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as such, it not only builds consumer demand to open new markets but also changes consumer expectations and values. At the same time, the evolution of increasingly targeted mobile and social marketing is transforming local and regional cultures into a new mix of global branding and individualized micro-space. Gould examines how advertising professionals negotiate these rocky and quickly-changing cultural terrains. He also explores how advertising—an increasingly global form of communication—is becoming a platform for change at the individual level, and as a direct consequence, at the social and political levels.

Author : Katherine Toland Frith,Barbara Mueller
Publisher : Peter Lang
Page : 282 pages
File Size : 49,5 Mb
Release : 2010
Category : Advertising
ISBN : 1433103850

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Advertising and Societies by Katherine Toland Frith,Barbara Mueller Pdf

Now in its second edition, Advertising and Societies: Global Issues provides an international perspective on the practice of advertising while examining some of the ethical and social ramifications of advertising in global societies. The book illustrates how issues such as the representation of women and minorities in ads, advertising and children, and advertising in the digital era have relevance to a wider global community. This new edition has been updated to reflect the dramatic changes impacting the field of advertising that have taken place since publication of the first edition. The growing importance of emerging markets is discussed, and new photos are included. The book provides students and scholars with a comprehensive review of the literature on advertising and society and uses practical examples from international media to document how global advertising and global consumer culture operate, making it an indispensable research tool and invaluable for classroom use.

Author : Anonim
Publisher : Unknown
Page : 208 pages
File Size : 53,7 Mb
Release : 2010
Category : Advertising
ISBN : 1135279772

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The Globalization of Advertising by Anonim Pdf

Author : Sebastian Plappert
Publisher : GRIN Verlag
Page : 33 pages
File Size : 54,7 Mb
Release : 2010-07
Category : Advertising campaigns
ISBN : 9783640664283

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Intercultural Communication, Globalisation and Advertising by Sebastian Plappert Pdf

Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall's and especially Hofstede's approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.

Author : Mirjana Milenkovic
Publisher : Diplomica Verlag
Page : 69 pages
File Size : 52,6 Mb
Release : 2009-02
Category : Business & Economics
ISBN : 9783836669955

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Global Advertising in a Cultural Context by Mirjana Milenkovic Pdf

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.

Author : John Sinclair
Publisher : Routledge
Page : 170 pages
File Size : 54,8 Mb
Release : 2012-05-31
Category : Business & Economics
ISBN : 9781136500978

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Advertising, the Media and Globalisation by John Sinclair Pdf

This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach. It provides a clear, systematic, and synoptic analysis of the dynamic relationship between media, advertisers, and agencies in the age of globalization, and in an era of transition from ‘mass’ to ‘social’ media. Advertising attracts much public criticism for the commercialization of culture and its apparent impact on social and personal life. This book outlines and assesses the issues involved, with regard to how they are manifested in different national, regional and global contexts. Topics covered include: advertising as an object of study global trends in the advertising industry advertising and the media in motion current issues in advertising, media and society advertising, globalization and world regions. While maintaining a contemporary focus, the book explains developments over recent decades as background to the globalisation of what it calls the manufacturing-marketing-media complex.

Author : James R. Faulconbridge,Peter Taylor
Publisher : Routledge
Page : 208 pages
File Size : 46,5 Mb
Release : 2015-03-31
Category : Electronic
ISBN : 1138867349

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The Globalization of Advertising by James R. Faulconbridge,Peter Taylor Pdf

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.

Author : Erdener Kaynak,Salah Hassan
Publisher : Routledge
Page : 356 pages
File Size : 52,8 Mb
Release : 2014-02-04
Category : Business & Economics
ISBN : 9781317939900

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Globalization of Consumer Markets by Erdener Kaynak,Salah Hassan Pdf

The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s consumer markets, readers will find they have the key to success and survival in the global marketplace. The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader’s knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized. To further enable marketing professionals’success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level. This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.

Author : Christoph Behrends
Publisher : GRIN Verlag
Page : 33 pages
File Size : 52,6 Mb
Release : 2007-09
Category : Advertising
ISBN : 9783638814133

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How Advertising and Consumer Culture are Contributing to the Creation of a Homogeneous Global Culture by Christoph Behrends Pdf

Essay from the year 2005 in the subject Communications - Mass Media, grade: 1,7, University of Leicester (University of Leicester - Centre for Mass Communication Research), course: Advertising, Culture and Communication, 16 entries in the bibliography, language: English, abstract: Urban dwellers in the Western world have witnessed a change of their cityscapes recently. Small independent stores, restaurants and coffee bars have been replaced by stores of multinational companies, such as Tesco, McDonald's, Burgerking, Starbucks, H&M and The Gap. No matter if you are exploring the city centre of Leicester, London or Hamburg, you find more and more branches of large-scale business companies, attempting to attract consumers with their big, bright logos. The same process can be found in the media - global brands such as Hewlett-Packard and Coca Cola advertise all around the globe, or in terms of Barnet et al (1995: p. 164): "Marlboro country is everywhere". While the unification of city centres has been much-discussed, further questions need to be elaborated on: In how far are these phenomena results of globalisation? Which consequences do they have for life in Western societies? Is there a global homogenisation of culture, and if so, to what extent? Which role does advertising play in this process? These and other questions are discussed in this paper.

Author : Terhi Rantanen
Publisher : SAGE
Page : 194 pages
File Size : 53,9 Mb
Release : 2005
Category : Language Arts & Disciplines
ISBN : 0761973133

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The Media and Globalization by Terhi Rantanen Pdf

In this provocative book Terhi Rantanen challenges conventional ways of thinking about globalization and shows how it cannot be understood without studying the role of the media. Rantanen begins with an accessible overview of globalization and the pivotal role of the media.

Author : John A. Quelch,Rohit Deshpande
Publisher : John Wiley & Sons
Page : 434 pages
File Size : 46,5 Mb
Release : 2004-05-18
Category : Business & Economics
ISBN : 9780787974398

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The Global Market by John A. Quelch,Rohit Deshpande Pdf

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.

Author : William Mazzarella
Publisher : Duke University Press
Page : 378 pages
File Size : 42,9 Mb
Release : 2003-08-05
Category : Business & Economics
ISBN : 9780822385196

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Shoveling Smoke by William Mazzarella Pdf

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients. An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.