8 Advertising & Promotions Across Languages & Cultures

Question 1

Why can’t you just run the same ads?

Answer 1

1. LD
2. MA
3. MA
4. IA
5. CA
6. PA
7. GC

Question 2

What are the Influences of Culture?

Answer 2

1. Humour
2. Taste
3. Style
4. Message Preference/ Suitability
5. Local Bias

Question 3

The Influences of Culture will affect:

Answer 3

1. Symbols
2. Brand Names
3. Celebrity Endorsement
4. Platform used
5. Positioning

Question 4

What are the principles of influence of culture?

Answer 4

1. Conversational - high/low context?
2. Presentation - slang/ speak quickly?
3. Word-Written - google ad word count

Question 5

Other considerations?

Answer 5

1. Level of Literacy - visual/oral
2. Level of Economic Development - media consumption, product usage, product price
3. Media Infrastructure - channel availability/ cost effective
4. Gov Reg - restrictions, local content

Question 6

What are the advantages of running global campaigns?

Answer 6

1. cost (production, media purchasing)
2. Economies of scale (consistent brand image/symbols)
3. Crossfertilisation, spillover effects
4. Growth of Global Media
5. Strength of Global advantage & Media agencies
6. Global markets & consumers

Question 7

What are the disadvantages of running global campaigns?

Answer 7

1. Linguistic barriers, cultural diversity
2. Legal regulation & constraints, taboos
3. Production limitation
4. Media limitations
5. Agency & campaign limitations (‘not invented here’ (NIH) syndrome)
6. Market maturity, diff in product life cycle stages

Question 8

Table 15.2 Typical communication tools (media)

Answer 8

Lecture Slides

Question 9

What are Universal Appeals?

Answer 9

1. Superior Quality
2. New product/service
3. Coo
4. Celebrity endorsement
5. Lifestyle
6. Co’s global presence
7. Corporate image

Question 10

Table 15.7 COO and Stereotypes

Answer 10

Lecture Slides

Question 11

Define COO

Answer 11

“a psychological effect describing how consumers’ attitudes, perceptions and purchasing decisions are influenced by products’country of origin”

Question 12

What affects COO?

Answer 12

1. Type of product matters
2. Mode & consumption matters
3. Country Image matters
4. Coo importance depends on the person
5. Consumer ethnocentrism moderates the effect
6. A country’s level of development matters
7. Depends on amount of information cues available
8. Strength of effect varies
9. COO image is not stable

Question 13

Define Country Image.

Answer 13

“overall perception consumers form of products from a particular country, based on their prior perceptions of the country’s production and marketing strengths and weaknesses”

-Consider the fit between perceived country image and type of product

Question 14

Why does COO depend on the person?

Answer 14

Not the same effect on all people

1. Demographic variables
2. Consumption variables
3. Political ideologies

Particularly high amongst:

• novice purchasers
• elderly
• less educated
• politically conservative

Question 15

How does Consumer ethnocentrisms moderate the effects?

Answer 15

Increases positive perceptions of domestic products
Increases negative perceptions of imported products
Logic is based on non-product assumptions – irrational

People in general rate their own countries products higher

Question 16

Why does a country’s level of development matter?

Answer 16

In developed countries, local products are more likely to be preferred over imported

In developing countries, local products are less likely to be preferred over imported (if from a developed country)

Question 17

Why isn’t COO image stable?

Answer 17

It is dynamic and evolves over time with:

1. Industry development
2. Customer familiarity
3. Major events