- Subject index
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.
Chapter 2: International Advertising Developments
International Advertising Developments
Usage and Contexts
Advertising is a worldwide business activity today. As marketers expand into countries they have previously not explored, and as media proliferate across countries, advertising is gaining impetus around the world. For those of us who travel a lot, advertising is the most visible manifestation of the globalization of business in general and of brands in particular.
The term international advertising is widely used to denote cross-border advertising, and it may have a number of context-specific connotations. One of the contexts in which the term is often used is in the description of or in reference to advertising that originates in a country other than the one the person using the term is from. To an American, all advertising created ...