Global Advertising   Term Paper ID:34851 Click to get this paper

Essay Subject: Describes elements and contents in a Sony video camera advertisement.... More...

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Paper Abstract: Describes elements and contents in a Sony video camera advertisement aimed at international consumers. Considerations that must be made in global advertising such as the particular elements of a given culture. Paper Introduction: Culture and Marketing Strategy Any casual observer of the growing globalization of the world and itsmarkets must certainly be aware of the effect that culture has had and willcontinue to have on marketing activities Culture understood in thebroadest possible sense refers to the distinctive norms mores values traditions and beliefs of a group culture permeates daily life and shapesthe types of consumer purchase decisions that an individual makes anddespite globalization the effects of culture on such choices remainsignificant Even within a single Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Culture, understood in thebroadest possible sense, refers to the distinctive norms, mores, values,traditions, and beliefs of a group; culture permeates daily life and shapesthe types of consumer purchase decisions that an individual makes, anddespite globalization, the effects of culture on such choices remainsignificant. For marketing professionals, culture must be approached withsensitivity and knowledge. While it is certainly true that certain well-known, even "international" brands (e.g., Coca-Cola, Nike, and MercedesBenz) will resonate across markets, other brands or products must becustomized to meet local tastes and interests. Even within a single social system or country, there aregenerally many different sub-cultural groups that consider purchasedecisions through a unique lens. What this means is that market researchers and marketing directorsmust examine each new market into which they intend to enter and thenmodify either their product or its presentation, packaging, position andpricing to accommodate the demands and interests of the marketplace.Understanding the critical differences between, for example, collectivistversus individualistic culture, cultures which accept or rejectuncertainty, and cultures high in either "masculinity" or "femininity" isvital to knowing how consumers will respond to advertising messages as wellas products. Long before a firm decides that it will begin marketing activities ina new location, it should investigate such cultural influences as powerrelations, status attributions, and business etiquette. Marketers are well-advised to createpartnerships of some sort with local business entities, which can serve asa source of valuable information about what will and will not sell well inthe market. Culture matters to marketing professionals because products and theirpresentation must resonate with consumers if they are to be adopted. Marketing professionalscannot simply assume that a brand accepted - even loved - in one culturewill automatically be accepted and embraced in another. Alltoo often, marketers simply try to transport a successful product withoutgiving sufficient thought to what its reception might be in a new place.Globalization offers unique and expanded opportunities to capitalize uponemergent or opening markets, but it is the height of arrogance to assumethat all cultures will respond uniformly to a product or a service. Culture and Marketing Strategy Any casual observer of the growing globalization of the world and itsmarkets must certainly be aware of the effect that culture has had and willcontinue to have on marketing activities. Doing businessabroad, regardless of where a product originates, can be complex at bestand extremely difficult at worst. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.