International Advertising

International Advertising : Successful Advertising Techniques from Agencies Around the Globe

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International Advertising explores the intricacies of advertising across six continents and the future of the business on a global scale. From the components of an effective campaign in China to the largest media outlets in Germany, from the culture of advertising in the U.S. to utilizing the Internet in Brazil, authors articulate the finer points around effective communications and branding strategies around the world. Leading advertising professionals representing firms around the world offer a comprehensive overview of the factors that affect advertising in their countries—the ins and outs, dos and don’ts, and critical points that can mean the difference between success and failure when entering foreign markets. With a wealth of informed opinions gleaned from years of professional experience, this book provides an insider’s look at a critically important component of international business today.About Inside the Minds: Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.Table of Contents: Jordan Zimmerman, CEO, Zimmerman & Partners—“Introduction: Advertising at the Speed of Smart” Peter James Ryan, Head, Retail Strategy Consulting, IdeaWorks—“Australia” Eduardo Fischer, Chief Executive Officer and Chairman, Grupo Total de Comunicação—“Brazil” Michael Wood, CEO, Greater China, Leo Burnett Ltd.—“China and Hong Kong” Marcus H. Starke, Chairman and Chief Executive Officer, PUBLICIS Frankfurt—“Germany” Young Hee Lee, CEO, Diamond Ad—“Korea” Alexander Mozhaev, President, Znamenka Creative Agency —“Russia” Ron Berger, Chief Executive Officer, Euro RSCG MVBMS Partners—“Conclusion: How Advertising Really Works”
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Product details

  • Paperback | 116 pages
  • 139.7 x 209.55 x 12.7mm | 136.08g
  • Boston, United States
  • English
  • 158762253X
  • 9781587622533