Cultural impact on advertising

Cultural Values’ Impact on Marketing Activities TUT 003 Group C Maggie, Magnolia, Harrison, Christina, Minnie, Nancy 1

Maggie Outline Basic Concepts Framework Implications 2

Maggie Topic Different cultures adopt different cultural values impact on marketer’s marketing activities e.g. advertising & sales promotion. Cultural Marketing Values 3

Maggie Promotion Mix Market goals Marketing Mix (4Ps) Product Price Promotion Place Promotion Mix Sales Personal Public Advertising promotion Sales Relations Source:(CIM, 2009) 4

Maggie Advertising  A paid form of communication  Designing to persuade the receivers 5 Source: (Grewal & Levy, 2010)

Magnolia The Macro-environment Political / Legal Technology Economic Customers Social Culture Demographics Source:(Grewal & Levy, 2010) 6

Magnolia Cultural Values Culture • Values, beliefs, understandings and ways of doing things • Shared by a group of people Cultural Value • Abstract opinions and attitudes • Things to be good, right or desirable Source: (Hill, 2009) 7

Magnolia Framework of advertising process Targeting Conveying Evaluating Cultural Values Group Consensus 8

Harrison Step One: Targeting Targeting Identify target audience Set advertising objectives Source:(Grewal & Levy, 2010) 9

Step One: Targeting Harrison Source:(CK One Website) 10

Step One: Targeting Harrison Men’s Liberation Sensitive New Men Movement Social Acceptance of Sexual Alternative Sexual Gay and Lesbian Revolution Preference Women’s Liberation Modern Women Movement Source: (Wharton, 2001) 11

Step One: Targeting Harrison Unisex Culture Target Group Objective: Stimulate Demand 12 Group Consensus

Christina Step Two: Conveying Conveying CULTURE! What message? How to convey? Which Media? 13 Group Consensus

Christina Step Two: Conveying Adidas Targeting Sports Players China Olympic Collectivistic Patriotic enthusiasm Source: Simon Kwok & Mark Uncles (2005) Parker (2008) 14

Christina Step Two: Conveying Emotion appeal: Cheering We are a Exciting member of Resonate Chinese Team in Television Olympic Source: (News China, 2008) 15

Minnie Step Three: Evaluating Evaluating Group Consensus 16

Minnie Step Three: Evaluating 17 Source: (Advertising Age,2010)

Minnie Step Three: Evaluating Generic Approach: Compare results with objectives Conduct survey Measure effectiveness Group Consensus 18

Minnie Step Three: Evaluating Ineffective! WHY? Influential Cultural Values! factors? 19 Source: (Grewal & Levy ,2010)

Minnie Step Three: Evaluating Sony PSP’s marketing debacle in Italy --upset European Catholics Background: Jesus in the Bible 20 Source: (Getreligion,2010)

Nancy Revision Targeting Conveying Evaluating Cultural Values Group Consensus 21

Nancy Implications for MNCs "Culture is like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something." -------Hans Magnus Enzensberger. Ill-informed Source : (Cindy, 2008) 22

Nancy Implications for MNCs Target Reactivity Flexibility Awareness Readiness Source : (Cindy, 2008) 23

Nancy Implications for MNCs Mind the culture, be a world’s local marketer!!! Group Consensus 24

References • Dpulliam. (2010). Offensive religious marketing. (accessed March 5, 2010) [ available at: http://www.getreligion.org] • Joe Kita(2010), “Global Poll: A Look at Weight Around the World From Reader's Dig est February 2010 Ads of the World,” (accessed March 8,2010) [available at: http:/ /adsoftheworld.com] • Simon Kwok & Mark Uncles (2005), “Sales Promotion Effectiveness: The Impact of Culture at an Ethnic Group Level”, Journal of Product & Brand, Vol: 14, No.3, pp: 170-186. • Emily Parker(2008), “Chinese Patriotic Enthusiasm in Olympic Games,” The Wall St reet Journal,4(October) • News China(2008), “Adidas Rank First in China Sport Market during Olympic Games ,” (accessed March 8,2010) [available at http://v.vodone.com/vodplayer/content/ 213990.shtml] • Adidas advertisement (2008), Adtopic net, (accessed March 8,2010) [available at:: http://www.adtopic.net/Viewad.asp?ID=8943] • Cindy (2008). “5 Success Keys For Small Businesses Developing Into International Markets “(assessed March 8, 2010) *available at: http://getinternationalclients.com] 25

Thank you! 26

Cultural impact on advertising

by Minnie Wen on Mar 20, 2010

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