ABSTRACT

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.

Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:

  • globalising advertising in a media and communications context;
  • advertising in a global world; and
  • global advertising in a digital world.

Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. 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.

chapter |11 pages

Introduction

chapter 1|10 pages

Globalisation of advertising

An overview of trends and issues

chapter 7|15 pages

Advertising in Western Europe

The influence of digital media and sustainability

chapter 8|13 pages

Advertising market in central and eastern Europe

Case study of advertising market in Poland

chapter 9|17 pages

Advertising cultures and global influences in sub-Saharan Africa

Nigerian, South African and Kenyan models

chapter 10|14 pages

Advertising in the Middle East and Western Asia

Advertising culture and global influences

chapter 12|21 pages

Advertising in Singapore

Regional hub, global model

chapter 13|16 pages

China

Unique approaches to advertising in a globalising world

chapter 15|9 pages

From global to social

Digital communication and the future of globalisation and advertising