International Advertising: Realities and Myths [Paperback]

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.This book is a must for lecturers teaching global advertising as it covers different concepts and analyzes important aspects of global advertising.
Ahmed Al-Rawi, Erasmus University RotterdamThe depth, breath and relevance of the work presented make the book exceptionally unique and exciting to read.The depth, breath and relevance of the work presented make the book exceptionally unique and exciting to read.Introduction - John Philip Jones
The Vicissitudes of International Advertising
PART ONE: THE REALITIES OF INTERNATIONAL ADVERTISING
International Advertising Developments - Ashish Banerjee
International Advertising - Roderick White
How Far Can It Fly?
Alice in Disneyland - Jeremy Bullmorel#0