Learning Objectives and Chapter Outline

A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

  1. How can the individual communications model be used to describe international marketing communications processes?
  2. What steps are taken to develop an effective international advertising program?
  3. What traditional and culturally based types of advertising appeals do marketing professionals use?
  4. How are the traditional executional frameworks adapted to international advertising programs?
  5. What types of alternative marketing communications programs are available to international firms?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Advertising Jewelry: pg. 490 - 492

OVERVIEW: pg. 492 493

The Communication Process: pg. 493 - 500

International Advertising Management: pg. 500 - 507

Standardization or Adaptation: pg. 507 - 509

International Law and Globally Integrated Marketing Communications: pg. 509 - 510

Message Design: Types of Appeals: pg. 511 - 518

Advertising Executional Frameworks: pg. 518 - 523

Alternative Marketing Communications: pg. 523 - 527

Ethical Issues in International Advertising: pg. 527 - 528

Strategic Implications: pg. 528 - 529

Tactical Implications: pg. 529

Operational Implications: pg. 529

Terms: pg. 529 - 530

Review Questions: pg. 530

Discussion Questions: pg. 530 - 531

Analytical and Internet Exercises: pg. 531

Case 15. Smart Phone Apps: MyBabyBio and MyLifeBio: Born Global Firms in a Crowded App Market:

pg. 532 - 533