International Marketing
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:
- How can the individual communications model be used to describe international marketing communications processes?
- What steps are taken to develop an effective international advertising program?
- What traditional and culturally based types of advertising appeals do marketing professionals use?
- How are the traditional executional frameworks adapted to international advertising programs?
- 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