2. CULTURE
Refers to the beliefs ,value,behaviour and ways of doing thing. Shared by
group of people.
DIMENSIONS OF CULTURE :
Language
Communication
Courtesies
Rituals
Roles
Customs
Relationships
Practices
Expected behaviors
Values
Thoughts
Manners of interacting
3. WHY IS IT IMPORTANT FOR BUSINESS TO UNDERSTAND
CULTURE?
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.
Determines the success or failure of marketing communications.
4. ADVERTISING :
“ Advertising is any paid form of non-personal presentation and promotion of
goods, services or ideas by an identified sponsor.
RELATIONSHIP BETWEEN CULTURE & ADVERTISEMENT :
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, otherwise it could not be
understood.
5. ETHICAL DIMENSIONS OF ADVERTISEMENTS :
Good ethics can be good business. When you place advertisements for your
small business, it can be tempting to bend the truth about your company
,products or services, but that approach can be short-sighted. The gain that may
come from stretching the truth can become a losses customers come to distract
your company for using deceptive advertising. Examine the areas where you can
be held accountable for the ethical aspects of your advertising.
Psychoactive Ads
Deception
Targeting children
6. PSYCHOACTIVE ADS :
Psychoactive advertising is any commercial
message that has a detrimental emotional impact on
the target audience. This can include anxiety, low
self-esteem and hostility. If these emotions become
intense enough, harm can be done to the viewer.
These types of ads are not illegal, but they may be
seen as unethical because of the emotional pain they
inflict.
7. DECEPTION :
Lying about a product’s features or benefits is illegal
as well as unethical. Your small business can lose its
reputation quickly by engaging in this practice. In
addition, misleading your customer about your
business history or longevity is an unethical
advertising practice. When you start a business, you
may be anxious to appear solid and reliable, but
deceiving the public about your track record will
make you seem unreliable.
8. TARGETING CHILDREN :
Many products and services are legitimately
for children. Advertisements that make a
straightforward pitch of these types of
products to kids can be legitimate. The murky
issues arise when an advertiser promotes items
that are illegal or unhealthy (such as cigarettes,
alcohol and fatty foods) to children. The illegal
products can land an advertiser in court; the
unhealthy ones can cause an advertiser to be
tried and found guilty in the court of public
opinion. In addition, ads aimed at kids should
not contain sexuality and adult themes.
