The importance of knowing global cultures to produce effective advertisements
Role of culture in international marketing ppt
This paper begins the process of providing empirical support for a framework which addresses this issue, the Theory of Intercultural Accommodation. It can happen in China. The number of features of the stereo system correctly recalled served as the operationalization of ad effectiveness. How does the consumer feel about marketers accommodating their culture? Rituals Play a Role Rituals are patterns of behaviors that are learned and repeated. SAT has frequently been used to understand communication patterns across cultures Bourhis and Giles ; Giles, Taylor, and Bourhis It does not examine other aspects of accommodation available in an advertisement, such as using cultural symbols or ethnic spokespersons. Cultural Values in Advertising When advertising abroad, the cultural values underpinning the society must be analysed carefully. From the Chinese view, the countryside may be perceived as dirty and dusty. An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated. The following hypothesis seeks to test the link between the strength of ethnic identification and the affective response to such use of cultural symbols. Zinkhan, Chicago: American Marketing Association, The correlations are. If this is true, it should not be expected that use of cultural symbols in advertisements should have any impact on feature recall.Most helpful essay resource ever! O'Guinn, Thomas C. This paper begins the process of providing empirical support for a framework which addresses this issue, the Theory of Intercultural Accommodation.
Who wrote this essay? The more recent studies tend to examine the unique nature and situation of ethnic groups to form hypotheses a priori about why ethnicity may impact consumption behavior. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined.
By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too. These internal reliability results are similar to those reported by Boush, Friestad, and Rosewhich indicate that the measure still contains an unacceptable level of error. Then you need to understand how to adapt your approach and marketing materials appropriately.
Measures of Attitude toward Advertising and Strength of Ethnic Identification, as well as demographic questions, intervened.
At this point, subjects were asked to return the ad to the researcher so that it could not be referred to for the remaining measures. Kibin does not guarantee the accuracy, timeliness, or completeness of the essays in the library; essay content should not be construed as advice.
For example, in marketing communications, the domain of accommodation behaviors would include such things as using spokespersons of similar ethnic background in advertisements, hiring ethnic salespeople, or using language, music, art, national flags or other cultural symbols as part of the brand or promotion.
