Ibahrine Chapter 8 Culture And Media

Chapter 8
Culture
and
the Media

AN EVER-Changing Media Landscape
MEDIA multitasking, parallel processing and perpetual partial attention
Watching television, working on the computer or on their mobile phone
The biggest media junkies can be found in Malaysia (13 hrs a day), Thailand (12 hrs a day) and (Hong Long China, 12 hrs a day)

The Internet has played a pivotal role in changing the way marketers and advertisers reach consumers
It has led to cross-media synergy
It has redefined integrated marketing communication

Media Mix TV Radio Print Internet Out of Home

Key Media Concepts
Media Mix
The way various types of media are strategically combined to create a certain kind of impact.
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Key Media Players
Media sales people work for a magazine or TV station; provide sales kits with information about audience and medium.
Media reps or brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to place the buy with one order.
Media researchers compile audience measurement data, media costs, and availability data for the various media options.
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Key Media Players
Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner.
Media buying companies specialize in media research, planning, and buying. They may be a spin off from an advertising agency and now work for a variety of clients.
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In the west, where consistency in messages is expected, marketers have to work hard to get a consistent message through, to speak with one voice
In the East and likely in their collectivistic cultures, messages may vary with the situation, but appropriateness to the context is important

The Media Plan
Identifies the best media to efficiently deliver an advertising message to a targeted audience.
A subsection within an advertising plan with its own objectives, strategies, and tactics.
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Media planning, also called channel planning nowadays, is defined as the organization of great variety of contact points between people and brands that the marketer can influence directly or indirectly
People shop while surrounded by a vast array of brand experiences that influence their association networks of brands

Advertising seen on television, the Internet, cinema, and posters, in newspapers and magazines, and heard on radio
All these exposures leave some trace in consumers’ minds, which may play a part in influencing brand choice at the point of purchase

TELEVISION
Broadcasting plays a significant role in the leisure activities of people
Penetration of television sets has convergence across countries
Differences in viewing times between countries are considerable
Television consumption varies by county
UAE

TELEVISION
In the Western world, violence in television programs has increased; people in masculine cultures are more attracted to violent programs than people in feminine cultures
In collectivistic, polychronic cultures, the TV set tends to be on the whole day
In collectivistic and masculine cultures, television is even more integrated into daily life

TELEVISION
How people watch TV alone, with friends, or with families is also related to culture
As a result of local preferences, many international TV channels have localized language and content
CNN International and MTV started as a global channels but have localized content and language

IPTV
Sending TV signals via Internet is called Netcasting as compared to traditional broadcasting
IPTV provides higher quality TV viewing, which is attractive to art-loving cultures like Spain, France and Italy, which were the early adopters

IPTV
In the past, TV viewing was something to be enjoyed within the home
Interactivity and flexibility have increased and TV over broadband and TV over mobile
In cultures, where people are used to doing much in the public domain, mobile TV is embraced faster than in cultures where people prefer doing things in the privacy of the home

RADIO
Radio sets are widely available in most homes
In individualistic cultures, everybody has his or her radio set or even more than one
In collectivistic cultures, one per family may be enough

PRESS MEDIA
Cultural differences in using press media are similar to reading in general, which is an activity mostly of individualistic cultures of weak uncertainty avoidance and low power distance

THE MOBILE PHONE
In many countries, the number of fixed lines has been declining slowly while the number of mobile subscription has been increasing
By 2005, Italy , Spain and United Kingdom, all had more mobile subscription than inhabitants, implying a growing number of users with multiple subscription

THE MOBILE PHONE
Countries have converged with respect to mobile phone penetration, how people use the mobile, for which purpose, and how they pay for it varies with technological development and with culture
In some countries, people prefer subscriptions
In others, they prefer pre-paid
In the collectivistic, high power distance cultures, people use it more to network and to talk to friend and family frequently

THE MOBILE PHONE
On a train in Italy everybody is talking to everybody on their mobile phones, and loudly
In individualistic cultures where people communicate in a different way and cherish privacy, people use mobile phone more to inform each other

An Information Explosion, On the Go
Music, books, x-rays and home videos all contribute to a sea of information
Internet users increasingly obtain information from mobile devices
Instant messaging and text messaging create new frontier for marketers
Blogs, podcasts and beyond create new challenges for reaching audience

THE WORLD-WIDE WEB
The Internet by its very nature is a global communication channel
You can reach customers everywhere in the world
Wealth and individualism are the primary determinants of the structure of international hyperlink flows

THE WORLD-WIDE WEB
Companies of individualistic and feminine cultures use more com domains
Companies from collectivistic and masculine cultures tend to adopt country domains
The basic roles of the Internet are information (search for, compare and buy)
Entertainment (games and online video)
Social (emails, social networks and chat rooms)

WEB.2.0
The “new” Web
Applications and technologies that allow users to:
create, edit, and distribute content
share preferences, bookmarks, and online personas
participate in virtual lives
Build online communities
Examples
YouTube, Photobucket, Flickr
MySpace, Facebook, LinkedIn
Second Life
Wikipedia

E-COMMERCE
Companies of individualistic and feminine cultures use more com domains
Companies from collectivistic and masculine cultures tend to adopt country domains
The basic roles of the Internet are information (search for, compare and buy)
Entertainment (games and online video)
Social (emails, social networks and chat rooms)

Types of E-commerce
Classified by nature of market relationship
Business-to-Consumer (B2C)
Business-to-Business (B2B)
Consumer-to-Consumer (C2C)
Classified by type of technology used
Peer-to-Peer (P2P)
Mobile commerce (M-commerce)

Web 2.0 Features and Services
Blogs:
Personal Web page that typically contains a series of chronological entries by its author, and links to related Web pages
Really Simple Syndication (RSS):
Allows users to have digital content automatically sent to them; typically used for news
Podcasting:
Audio presentation stored as an audio file and available for download from Web

Wiki:
Allows user to easily add and edit content on Web page
New music and video services:
Videocasts
Digital video on demand
Internet Telephony:
Use Voice Over Internet Protocol (VOIP) and Internet’s packet-switched network to transmit voice and other forms of audio communication over the Internet

Internet television (IPTV)
Video conferencing
Online software and Web services:
Web apps, widgets and gadgets, digital software libraries, distributed storage
M-commerce applications

THE SOCIAL AND ENTERTAINMENT ROLES OF THE INTERNET
The creation of social networking and entertainment sites build on the interactive power of the internet
This has caused a shift in control of media from publishers to consumes, better pronsumers
User-generated content has a huge impact on the traditional media and advertising

THE SOCIAL AND ENTERTAINMENT ROLES OF THE INTERNET
In collectivistic cultures, people are expected to make fewer contacts with strangers than in individualistic cultures

THE SOCIAL AND ENTERTAINMENT ROLES OF THE INTERNET: The BLOG
Weblog or blog is an online space regularly updated presenting the opinions or activities of one or a group of individuals and displayed in reverse chronological order

Japanese was the most used blogging language followed by English
Japanese blogs are dominated by hobby and recreational blogs
Companies use blogs for various purposes and in various business areas

It may increase the company’s reputation for being open and concerned with its customers and environment or may help in rebuilding damaged reputation by entering he market debate with different side of the story

Internet advertising
Different approaches for different roles of the Internet
Internet motives
Research (information seeking)
Communicate (connect, e-mail, friends, family, others)
Surf (entertainment, online gaming)
Shop
IDV: information; COL: communication
Main advertising formats: e-mail, banner ads, viral marketing

Aspect of online advertising is its ability to offer targeted, personalized, measurable campaigns
Internet advertising can serve several purposes such as to provide a brand reminder message to people visiting a website
It can also serve a way to entice people to visit the advertisers site by clicking on a banner or button to the website

The different roles of the Internet ask for different approaches
Those who access the internet for information must be approached with different from those who seek entertainment or social communications

The main formats used for internet adverting are
E-mail
Banner ads
Viral marketing

One of the attractive features of E-mail advertiising is that is inexpensive
Problem: The blasting of millions of unsolicited emails messages to emails boxes has become highly irritating

The banner ads is the oldest form of advertising on the word web
Banners functions as traditional advertisements'
They can raise brand awareness
They can serve as a direct marketing device because of he click through function

Viral Marketing
The terms viral marketing, guerilla marketing or buzz marketing
Refer to the idea that people will pass on and share striking and entertaining content
This is also called user-generated content (UGC)

Viral Marketing
These viral commercials often take the form of funny video clips, or interactive Flash games, images, or text
Viral marketing can use e-mail to circulate a message among family and friend, but it mostly uses social networks

Viral Marketing
User generated content (UGC): people pass on and share striking and entertaining content
Axe : The Axe Effect: Getting girls has never been easier, thanks to the AXE effect.

Viral Marketing
TV commercials are exchanged on the internet, discussed in blogs and shared via YouTube

Ad Format: Acceptability and Effectiveness
Acceptability of ad formats varies across countries and cultures
In Italy, larger formats were more readily accepted
In the Dutch view, the less intrusive and smaller the better and ads that are too bold and flashy are regarded as less appealing
The larger banner ads are more effective in generating click-through than the smaler sized banners

Web Site Design
Cultural adaptation enhances ease of use and favorable attitudes toward web site
Web sites reflect values of country of origin
High-context cultures more animation and moving people
Differences East-West re interactive communication styles

Web Site Design
Japanese websites exhibit clear gender roles and are rich in colors and aesthetics with pictures of butterflies, cherry blossoms or other nature scenes
U.S. Websites are direct, text-heavy, informative, logical, success-oriented
High-context cultures use more animation and images of moving people than low-context cultures and images promote values characteristic of collective culture

Web Site Design
In high-context cultures where people are more motivated by social interaction, online marketers should generate more consumer interaction such as discussion forums and chat rooms
In low-context cultures where people search for information, online marketers should emphasize information features such as keyword search and virtual product display

Web Site Design
Web design includes creating ads that run on the web as well as the Web site itself
Banner ads are designed more like outdoor boards than conventional print ads because their small space puts intense requirements on the designer to make the ad communicate quickly and yet attract attention and curiosity to elicit a click-through response

Web Site Design
The graphics should be simple
Use one or two typefaces and avoiding ALL CAPs and letter spacing that distorts the words
Organizing the information is crucial
In terms of legibility, black type on a high-contrast background usually is the best

Web Site Design
All the design elements : type and graphic should be big enough to see on the smallest screen
Clear navigation: users should be able to move through the site easily
Eye tracking research found out that if the navigation is cluttered or unclear, viewers will give up and move onto some other sites

Web Site Design
Users who visit a site regularly should be able to customize the site to fit their own interests and navigation patterns
Web video is becoming a new business opportunity for businesses that want to use videos to display their products

Organization International Media Planning
Countries vary with respect to their Media Landscapes
Media plans of the home country cannot be used in another country
Media Availability
Media costs measured differently
Cost and effectiveness of media vary
Media conditions vary too much for centralized planning and buying

The cost per Gross Rating Point (GRP) to reach the same target group
A media configuration successful in one market may not work in other markets
The number of channels available,
Viewing time
The degree of advertising clutter
Differences in television measurement techniques

Advertising or media agencies have proprietary media effectiveness tools to measure variety of means of communication by product category

Tying in to Internet search makes companies become more aware of what consumers want and allows them to respond to consumer wants in a more sophisticated way
The Internet allows for better consumer insight to tie into different behavioral profiles

What is consumer insight?
What is a profile?

Finding the most effective media mix for each different country requires experts who know the national media landscapes
Centralizing planning and implementation is possible only when media conditions are similar across markets
International media planning is still frequently relegated to specialty teams

A Shift for Marketing
From “Selling the Brand” – The old model emphasized on mass production and a promoting a distinct brand
To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands

The value of a complete network rises rapidly, but not every link shares the same value

Branding by Domain Name
Reinforce branding
Build traffic
Anticipate consumer behavior and mistakes
Memorability matters
Simplicity counts

Branding by Domain Name SOURCE: Bloomberg News/Landov Alternate names should help drive traffic to main site

Enhancing Brand Meaning
Online images and content reinforce brand personality and imagery

Digital content transforms a brand into an authority

The Stain Detective at Tide.com
Daily pollen counts at Allegra.com

The Stain Detective at Tide.com
Daily pollen counts at Allegra.com
Online responses offer a swift, and lasting, response to brand crises

Pairing traditional media campaigns with Web advertising helps drive customer response to a brand
Billboards, television have wide reach but limited information
Internet lacks wide reach but provides deep content, elaboration, reinforcement
A “handoff” strategy recognizes strengths and weaknesses of each media type

Forging Brand Relationships
Online content can deepen consumer attachment to a specific brand

Legacy drives brand connections and can be highlighted through online and multi-media content

Legacy drives brand connections and can be highlighted through online and multi-media content
Brand communities place special emphasis on a brand or product and are powerful purchasers

Forging Brand Relationships Brands as socially negotiated constructs

Ibahrine Chapter 8 Culture And Media

by ibahrine on Dec 30, 2009

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