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How Culture Effect on Advertisement

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Presentation on "How Culture Effect on Advertisement"

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How Culture Effect on Advertisement

  1. 1. “Everything that people have, think, and do as members of a society” (Ferraro, 2005) Culture  Refers to the beliefs, values, behavior and ways of doing thing Shared by group of people
  2. 2. CULTURE : Affects everything we do Impacts every aspect of society Influences international advertising strategy Important environmental factor CULTURAL VALUES : Governing ideas and guiding principles Important variables in advertising research
  3. 3.  Culture is the lens through which people view products as well as your company  Culture influences the overall priorities consumers attach to different activities and products  Determines the success or failure of specific products or services  Determines the success or failure of marketing communications
  4. 4. Advertising is any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor.”
  5. 5. The purpose of this presentation is to explore the relationships between cultural dimensions and particular characteristics of advertising . From these perspectives, mass media and culture are closely related and are not easily separated. culture provides mass media with sources for content. All content must be derived from culture, including entertainment, news and advertisements, otherwise it could not be understood
  6. 6. By taking the example of music we can make our advertisement more effective. The musical advertisement sounds melodious to the ears. It easily captures the attention of viewers and increases customer recall AND increases the persuasiveness of the advertisement. Entertainment: Good music can contribute to the effectiveness of an advertisement merely by making it more attractive.  A good ad engages the attention of an audience, and the most straightforward way of achieving this is to fashion an appeal which is entertaining
  7. 7. Memorability:  Music in advertising is “the most common musical technique for aiding memorability and hence product recall. To increase the memorability of a product or the products name. Lyrical language: For providing rational facts in the same time “mixtures of speech and song provide advertisers with opportunities for both logical, factual appeals [through spoken and written language] and emotive, poetic appeals [through music].
  8. 8. Identify key cultural values that affect the consumption of the product Ensure the marketing mix appeals to these values Examine changes in cultural values and adapt the marketing mix if needed Modify marketing mix to subcultures if the culture is heterogeneous Be aware of symbols and ritual
  9. 9. Types of Symbols Numbers Colors Gestures Animals (animate objects)
  10. 10. Symbolism used in advertising are designed to represent a particular brand or company
  11. 11. Unwritten rules of culture Time-bound Performed by most members of society for forgotten reasons Remind people of their cultural kinship
  12. 12. advertising is what most people think of when talking about advertising or marketing.
  13. 13. 1) McDonald’s  McDonald’s Strange Menu Around the World  So you think you know the McDonald’s menu like the back of your hand? Think again.  From McDonald’s international, here are some menu items you have probably never tried before:
  14. 14. McDonalds is committed to serving the highest quality of Halal products to its customers with strict attention to every single detail in this objective. The company dedicates enormous effort, research, time and money to ensure that all products that are served in McDonalds s restaurants in the Pakistan are 100% Halal inspected and approved.
  15. 15. •No big Macs because Hindu people don’t eat beef •They have Maharaja Mac, which is a Big Mac made of Lamb or chicken meat •There is also a vegetarian burger, Mc Aloo Tikki
  16. 16. JAPAN
  17. 17. COSTA RICA
  18. 18. CHILE
  19. 19. HONG KONG
  20. 20.  Hula burger  Arch Deluxe  Fried Roast Beef Sandwiches  McPizza  The Dinner Menu  Chicken Fajitas  Salad Shakers  Mc Africa  McLean Deluxe
  21. 21. 2) Kellogg's Corn Flakes  Overview: Kellogg was the wholly owned Indian subsidiary of the Kellogg company based in Battle Creek, Michigan in the United States. Founded in 1906,had manufacturing facilities in 19 countries and marketed its products in more than 160 countries.
  22. 22. In the 1990’s there was the desire by Kellogg’s to expand. Stagnating sales in the U.S strengthened this need. Set up its 30th manufacturing facility in India with a total investment of $30million. Launched in September, 1994, Kellogg’s initial offerings in India included corn-flakes, wheat-flakes and Basmati rice flakes.
  23. 23. Despite offering good quality products and being supported by the technical, managerial and financial resources of its parent, Kellogg's products failed in the Indian market. Kellogg’s knew it will be difficult to get Indian customers to accept its products hence it relied heavily on the quality of its crispy flakes. Indians liked to boil their milk and consume it warm or lukewarm, they also like to add sugar to their milk. The rice and wheat versions did not do well because sugar could not easily dissolve in cold milk which made it not sweet enough for the Indians. Some consumers called the rice flakes, rice corn flakes.
  24. 24. Analysts believe that the major reason for Kellogg’s failure in the Indian market was the fact that the taste of its products did not suit Indian breakfast habits. In most third world countries pricing is believed to play a dominant role in the demand for any product but Kellogg did not share this position and this affected the demand for its products. At an average cost of Rs. 21 per 100 gm, Kellogg products were clearly priced way above the product of its main competitor, Mohun Corn-flakes (Rs. 16.50 for 100 gm). Another small-time brand, Champion was selling at prices almost half that of Kellogg’s.
  25. 25. https://www.scribd.com/doc/36519353/Cross- Cultural-Advertising http://www.opfblog.com/3256/adversting-and-socio- cultural-considerations/ Mooij, M. D. (1998). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications, Inc. Mooij, M. D. (2005). Global marketing and advertising: Understanding cultural paradoxes (2nd ed.). SAGE Publications, Inc.

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