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Another One Bites the Grass: Making Sense of International Advertising

by Simon Anholt

  • ISBN: 9780471354888
  • ISBN10: 0471354880

Another One Bites the Grass: Making Sense of International Advertising

by Simon Anholt

  • List Price: $29.95
  • Binding: Hardcover
  • Publisher: John Wiley & Sons
  • Publish date: 01/01/2000
  • ISBN: 9780471354888
  • ISBN10: 0471354880
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Description: So you've written a successful national ad campaign for your product and you think you're to tackle the international market. Imagine embarrassment when your ad flops in, say, Germany. Why? Thanks to a common oversight, used a phrase that doesn't translate properly overseas (Germans don't bite the dust ... they bite the grass.)

This book will help you create international campaigns that won't be misunderstood or suffer from poor translation. It explains how to successfully communicate with consumers across a wide range of very different cultures. Topics covered include how to build an international creative team, the problems the traditional network agency faces in global marketing, and what the future of global advertising holds.

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