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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

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Cultural impact on advertising

  • 1. Cultural Values’ Impact on Marketing Activities TUT 003 Group C Maggie, Magnolia, Harrison, Christina, Minnie, Nancy 1
  • 2. Maggie Outline Basic Concepts Framework Implications 2
  • 3. Maggie Topic Different cultures adopt different cultural values impact on marketer’s marketing activities e.g. advertising & sales promotion. Cultural Marketing Values 3
  • 4. 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
  • 5. Maggie Advertising  A paid form of communication  Designing to persuade the receivers 5 Source: (Grewal & Levy, 2010)
  • 6. Magnolia The Macro-environment Political / Legal Technology Economic Customers Social Culture Demographics Source:(Grewal & Levy, 2010) 6
  • 7. 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
  • 8. Magnolia Framework of advertising process Targeting Conveying Evaluating Cultural Values Group Consensus 8
  • 9. Harrison Step One: Targeting Targeting Identify target audience Set advertising objectives Source:(Grewal & Levy, 2010) 9
  • 10. Step One: Targeting Harrison Source:(CK One Website) 10
  • 11. 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
  • 12. Step One: Targeting Harrison Unisex Culture Target Group Objective: Stimulate Demand 12 Group Consensus
  • 13. Christina Step Two: Conveying Conveying CULTURE! What message? How to convey? Which Media? 13 Group Consensus
  • 14. Christina Step Two: Conveying Adidas Targeting Sports Players China Olympic Collectivistic Patriotic enthusiasm Source: Simon Kwok & Mark Uncles (2005) Parker (2008) 14
  • 15. Christina Step Two: Conveying Emotion appeal: Cheering We are a Exciting member of Resonate Chinese Team in Television Olympic Source: (News China, 2008) 15
  • 16. Minnie Step Three: Evaluating Evaluating Group Consensus 16
  • 17. Minnie Step Three: Evaluating 17 Source: (Advertising Age,2010)
  • 18. Minnie Step Three: Evaluating Generic Approach: Compare results with objectives Conduct survey Measure effectiveness Group Consensus 18
  • 19. Minnie Step Three: Evaluating Ineffective! WHY? Influential Cultural Values! factors? 19 Source: (Grewal & Levy ,2010)
  • 20. Minnie Step Three: Evaluating Sony PSP’s marketing debacle in Italy --upset European Catholics Background: Jesus in the Bible 20 Source: (Getreligion,2010)
  • 21. Nancy Revision Targeting Conveying Evaluating Cultural Values Group Consensus 21
  • 22. 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
  • 23. Nancy Implications for MNCs Target Reactivity Flexibility Awareness Readiness Source : (Cindy, 2008) 23
  • 24. Nancy Implications for MNCs Mind the culture, be a world’s local marketer!!! Group Consensus 24
  • 25. 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