Synopses & Reviews
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.
Addressing global advertising from an industry practices perspective, this authoritative collection covers a wide range of adaptive advertising practices across the globe, from major to emerging markets, from mainstream to digital advertising. Its focus is advertising in the globalising world and understanding how the globalisation of advertising is performed in practice. Divided into three sections: globalisation of advertising in a media and communications context; advertising in a global world and; global advertising in a digital world, it covers the past, present and some potential futures of global advertising.
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.