Global Advertising Practice in a Borderless World

by Robert Crawford (Editor), Linda Brennan (Editor), Lukas Parker (Editor)

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.

Review
This book shows for the first time how the global advertising industry works as a business. It will help practitioners and scholars alike who want to know more about advertising beyond their own borders. With more than 80% of the world's major markets included, this is an invaluable resource.

Colin Jevons, Associate Professor, Monash Business School, Australia.

Robert Crawford, Linda Brennan, and Lukas Parker’s book provides a refreshing and unique overview of advertising practice in the world. The bird’s eye view of the industry and the regional perspectives well highlight the globalization and regionalization realities, opportunities, and challenges facing the advertising industry. The special attention paid to cultural differences and information technology development makes the book even more relevant and more valuable to today’s advertising practice. The book is indeed a pleasant and must read for anyone―student, practitioner, and scholar alike―who desires a good understanding of advertising in this "borderless world."

Hong Cheng, Ph.D., Professor and Director, Richard T. Robertson School of Media and Culture, Virginia Commonwealth University, USA.

About the Author
Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia.
Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia.
Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.