Required Texts

Your required text is:

• Mooij, Marieke de (2005). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oaks, CA: Sage Publications.

Supplemental readings may also be handed out in class. You are responsible for making sure that you have gotten all the readings and supplemental in-class handouts and assignments if you were absent.

Suggested and Supplemental Texts

During the semester you may wish to read additional information about international advertising. Once a month Advertising Age publishes an issue of International Advertising Age. You may want to look for it at the main library or if you subscribe to Advertising Age may get with your subscription. It is useful to stay current on the most recent international advertising developments and campaigns. Listed below are some suggested books that may be useful resources to you during the semester.

Mooij, Marieke de (1994). Advertising worldwide: Concepts, theories and practice of international, multinational and global advertising (2^nd Ed.). New York: Prentice Hall.

Mueller, Barbara (2004). Dynamics of international advertising. New York: Peter Lang.

Mooij, Marieke de (2004). Consumer behavior and culture. Thousand Oaks, CA: Sage Publications.

Jones, John P. (Ed.) (2000). International advertising: Realities and myths. Thousand Oaks, CA: Sage Publications.

Tharpe, Marye C. (2001). Marketing and consumer identity in multicultural America. Thousand Oaks, CA: Sage Publications.

Frith, Katherine T. (Ed.) (1996). Advertising in Asia: Communication, culture and consumption. Ames, IA: Iowa State University Press.

Frith, Katherine T., & Mueller, Barbara (2003). Advertising and societies: Global issues. New York: Peter Lang Publishing.

Halter, Marilyn (2000). Shopping for identity: The marketing of ethnicity. New York: Schocken Books

In this course we will explore the world of advertising the way that we will all experience it in the future: global competition and worldwide markets; technological revolutions; and advertising for brands under very different cultural, regulatory, and competitive conditions. Today’s marketers search the globe for potential target audiences and often find persons whose values are distinctive, and who will as a result, respond differently to advertising appeals. The challenge in this rapidly changing global marketplace is the need to find information about competitors, consumers, media audiences, and reactions to advertising in locations with which we are not familiar and for which our “customary” sources of information are inadequate at best. The fields of marketing communications hunger for employees who are bi-/tri-lingual and know how to build on the commonalities and deal effectively with the cross-cultural differences. The future demands that communication professionals think strategically in a global environment.

By the end of the semester, the readings, lectures, individual and group assignments that you and your class members prepare should enable you to:

1)    describe the major concepts of international advertising and their importance of global marketing activities in the world;

2)    describe the current state of international and cross-cultural advertising in terms of its magnitude and the major advertising agencies involved;

3)    describe the potential influence of cultural factors on international and cross-cultural advertising;

4)    compare the current status and potential future of the advertising industry for many developed, developing and lesser developed nations;

5)    describe the issues facing international and cross-cultural managers with respect to setting objectives and budgets, conducting research, selecting and purchasing media, creating and executing advertising messages;

6)    discuss the ethical issues raised by the internationalization of advertising and the regulatory environment(s) within which international and cross-cultural advertisers must operate; and

7)    gain proficiency in gathering international and cross-cultural secondary research both traditionally and via online databases and worldwide web sites.

Two major phenomena are currently impacting consumers worldwide. The first is the extraordinary growth in the number of businesses operating internationally. Today, consumers around the world smoke Marlboro cigarettes and write with Bic pens, watch Sony television sets and drive Toyota autos. Shoppers can stop in for a McDonald’s burger in Paris or Beijing, and German and Japanese citizens alike increasingly make their purchases with the American Express Card. The growth and expansion of firms operating internationally have led to the rise of the second phenomenon—the growth in international advertising.

                                                Barbara Mueller, author

International Advertising: Communicating Across Cultures

The requirements for the course have been designed to provide students with concepts and experiences needed to meet the above-stated objectives and to measure the amount of success toward reaching these objectives.

Examinations

There will be two examinations scheduled during the semester. The midterm exam will be given at the end of the second week. The final exam is scheduled on the last day of class. Both exams will cover materials presented in class lectures including slides and videotapes shown during class time, textbook chapters, assigned reserve readings, and class discussions. The format of the exams will be discussed in class prior to the each exam and a study guide provided. The examination materials cover major terms, concepts and factors influencing international marketing and advertising.

Written Assignments

Three small written assignments (2-4 pages) will have to be turned in at various times (see timetable) during the semester. They will primarily cover your own reflections of aspects encountered during lecture, and will consist of reviews and evaluations of specific topics related to the discussed issue. Their specific content will be explained later in this syllabus.

Comprehensive Group Project

One group assignment (2-3 people) is due at the end of the semester that compares and contrasts the advertising environment in two international markets or one international market and one ethnic market in the US. The purpose of the group assignment is to critically think about and strategically apply the materials covered in this course to countries and/or ethnic US populations of personal interest to you. Groups will be formed according to student interests and input. However, the professor will make the group member determinations. Peer evaluations will be given after the final version of the project is completed.

Students are expected to attend class regularly. Other commitments such as class schedule conflicts and work are not acceptable excuses for missing class. Please be careful to design your class and work schedules such that time conflicts do not occur. You are expected to complete reading assignments prior to class meetings, and to actively participate in class discussions. In the case of borderline final grade averages, participation and attendance will determine which grade you receive. Note: As much as a letter grade will be deducted from your final averages for excessive absences.

Your final grade in the course will be determined based on the following:

Midterm Exam…………………………………..    100 points

                                    Final Exam………………………………………    100 points

Three written assignments (25 pts. each)…….            75 points

                                    Group Project…………………………………..     225 points

                                    Final paper………………………………60%

                                    Peer evaluation & presentation……….40%                          

                                    Total………………………………………………   500 points

The goals for learning for journalism and mass communication students in the department focus on the following 11 professional values and competencies (Truth, accuracy, and fairness, freedom of expression and the First Amendment, ethical ways of thinking and acting, history and roles of the media, diversity of audiences, write and edit clearly and accurately, use the tools of technology, apply theories in presenting information, engage in research and critical evaluation, understand data and statistics, and think creatively and analytically). Students shall be aware of those and their knowledge will be assessed. In this course, student will be required to complete an assignment that relates to advertising, a standardized exam that directly measures the competencies and values, and a brief student survey. These measures will not flow into the course grade (unless a student does not take the tests) and will be evaluated and analyzed by other than the instructor.

It is the student’s responsibility to advise me of any personal emergency that might affect his/her performance in the course. No credit will be given for unexcused late work. Random arrivals and exits in class only serve to distract other students and the professor as does spotty attendance of group meetings.

See the course requirements for further common policies. Since we (and this includes me) are working for a real client who is taking this seriously and will “compensate” the effort, your conduct should be that of a professional, and you will be penalized based on the gravity of the offense against this philosophy.

This course emphasizes ethical practices and perspective. Above all, students and instructors should strive to communicate and act, both in class interactions and in assigned coursework, in a manner directed by personal integrity, honesty, and respect for self and others. Included in this focus is the need for academic honesty by students as stated by the UNM Pathfinder. Students need to do original work and properly cite sources. For example, be aware of plagiarism--directly copying more than 3 or 4 words from another author without quoting (not just citing) the author is plagiarism. Further, dishonesty in quizzes, tests or assignments; claiming credit for work not done or done by others; hindering the academic work of other students; misrepresenting academic or professional qualifications within or without the University; and nondisclosure or misrepresentation in filling out applications or other University records is also considered a violation of ethical conduct.

All such cases will be at a minimum receive a zero grade for that particular exam or assignment and at a maximum may result in failure in the course and be reported to the proper university committee.

Qualified students with physical and learning disabilities needing appropriate academic adjustments should contact me as soon as possible to ensure your needs are met in a timely manner. Handouts are available in alternative accessible formats upon request.

This course encourages different perspectives related to such factors as gender, race, nationality, ethnicity, sexual orientation, religion, and other relevant cultural identities. This course seeks to foster understanding and inclusiveness related to such diverse perspectives and ways of communicating.

The tentative course outline is listed below. If changes in the schedule are necessary, they will be announced in class and you will be held responsible for such changes.

Date                           Topics                                                                       Required

                            reading

T – Aug 26                 Introduction to the Course                                     Syllabus

R – Aug 28                The Global Consumer                                           M – 2

T – Sep 2                   From global to multilocal                                       M – 2

                                   Group Project Interest Forms Handed Out

R – Sep 4                  Convergence/ divergence                                      M – 2             

Group Project Interest Forms Due            

T – Sep 9                   Environmental factors – economic                     

R – Sep 11                Environmental factors – political                         

T – Sep 16                Market Entry Strategies

R – Sep 18                What is Culture?                                                      M – 3

VIDEO: McDonald’s in Moscow                

T – Sep 23                Dimensions of Culture                                           M – 4 

                                    Assignment #1 due

R – Sep 25                Values and Int’l Marketing                                     M – 5

T – Sep 30                Values continued                                                    M – 5

R – Oct 2                   Identity and advertising                                          M – 6

T – Oct 7                    Attitudes and advertising                                       M – 6

R – Oct 9                   Emotions and advertising                                     M – 6

                                    Review for midterm

T – Oct 14                  MIDTERM EXAM

R – Oct 16                 No Class – FALL BREAK!  

T – Oct 21                  Advertising executional styles                               M – 9

R – Oct 23                 Global Advertising Paradoxes                              M – 7, 8, 10

T – Oct 28                  Advertising in Europe                                             Article I

                                    Assignment #2 due

R – Oct 30                 Advertising in Asia                                                   Article II

T – Nov. 4                  Advertising in South America                                Article III        

R – Nov. 6                 The changing face of America                              Article IV

T – Nov. 11                African-American Market                                        Article V

R – Nov. 13               Hispanic/ Latino Market                                         Article VI

T – Nov. 18                Asian-American, Native Markets                          Article VII

Biracial, multicultural groups                               

Assignment #3 due

R – Nov. 20               NCA CONFERENCE – SAN DIEGO

T – Nov. 25                Group work day (no lecture)

R – Nov 27    No Class – THANKSGIVING BREAK!

T – Dec 2       Global strategy, Future outlook                              M – 10

                                    Final Instructions for Group Projects

R – Dec 4                  Group Presentations (4 teams), Q+A   

T – Dec 9                   Group Presentations (4 teams), Q+A

R – Dec 11                Wrap-up discussion          

                                    Guest Lecture

                                    Review for final exam

FINAL EXAMINATION: Thursday, December 18, 10:00 am – 12:00 pm.

GRADUATION: Friday, December 20

C&J 393 International Advertising

Fall 2008 Written Assignments

Assignment #1: How Hollywood and Madison Avenue present America (due 9/23)

Content analyze (1) a popular TV series or movie and (2) an ad campaign for a global advertiser, and speculate on how these images accurately (or not?) portray U.S. values and how they might influence viewers in other countries.

For instance, in the movie “Lost in Translation,” Bill Murray plays an actor advertising a bourbon brand to a Japanese audience in Tokyo. You could read de Mooij’s comments about Japanese values (p. 87 ff), and comment on the movie plot by comparing differences between U.S. and Japanese consumers.

Assignment #2: International ads (due 10/28)

The purpose of this exercise is to demonstrate your knowledge and skills of assessing international ads. You are asked to select two ads from international magazines (not for US) that were published in the last two years. You do not need to purchase a copy if the magazines are available in a library. I do prefer a color copy if the original was in color. When submitting the copies, please add the magazine name, date, month and year of the copy.

Answer the following questions:

1. What cultural values – if any – are reflected in each ad?
2. What executional style is used to make the ad attractive to this market?
3. Does the advertiser appear to understand this market? Why or why not?

Assignment #3: Multiethnic practices in the US (due 11/18)

The purpose of this assignment is to determine the latest trends and developments in cross-cultural advertising toward minorities in the US market. You are to seek two separate articles that have appeared in advertising and marketing communication industry publications (such as AdAge, Adweek, Media Week, etc.) or general interest publications and newspapers. Identify those articles – one article focused on an advertiser, product, brand, and one focused on advertising, an agency, a campaign.

Answer the following for each article:

1. What is the trend/ new practice that is being discussed (what’s going on – summary)?
2. Why do you think this trend/practice is being done strategically?
3. What do you think that will be achieved by this new trend/ practice?
4. What is your personal opinion about this particular article?
5. Make a photocopy of each article and attach it to your answer sheet.