Global Advertising Practice in a Borderless World

1st Edition

Robert Crawford, Linda Brennan, Lukas Parker

Routledge
Published June 8, 2017
Reference - 236 Pages - 14 B/W Illustrations
ISBN 9781138918306 - CAT# Y202025
Series: Routledge Studies in International Business and the World Economy

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Summary

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.

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