...Local Advertising P 6–25 Global Advertising P 26–36 Conclusion P36-39 Effective advertisement global or local? Advertisement, every time we turn on TV or radio, surf the Web, check the mail or drive to the supermarket, we are subjected to multiple, and sometimes simultaneous--advertising messages. With that kind of saturation, and the high cost of running an ad campaign, advertisers need to make their ads stand out. Of course, advertising needs to do more than get noticed. It needs to be focused, memorable and ultimately compelling enough to move customers to choose their product or service over all the others fighting for attention. Before we define an effective advertisement is global or local, we should know one thing first . what is the meaning of an effective advertisement? What is the factor to construct a successful advertisement ? effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days, but the over view of what makes an add effective is to people remember and they motivated by is it to the consumption habbits. The basic concept of effective advertising including advertising by a...
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...Do advertisers make our culture better or worse? Should there be less advertising in our society? These question and many other questions I was asking myself while I was watching this report. No one can deny that consumers need the advertisings, but not which kind of advertising they need. Consumers need only the honest advertisings. They need it to inform them about the new product, new promotion or sales of an existing product, hours of operation, and so on. I do not have any problem with the fact of existing of the advertisings, but I have a big problem about the amount of the advertisements and how they are very distractive. The ratio of messages that benefits advertisers to the ratio that benefits the consumers is wildly unfavorable to the consumers. For example, let’s say that in a given day the consumers see or hear hundred advertisements of some sort. In a typical day the number of those messages that benefit the advertisers will be hundred, but how many messages will benefit the consumers? I have to admit, that watching this report had changed my understanding about the advertisings. The way I am watching the advertisings now is different than the way I used to watch it before. Now I have a feeling that I became more critical and more analytical. I became more conscious about the unconscious messages that the advertisers are trying to send to consumers. I started to notice that I am surrounded by advertising everywhere: on TV, on the internet, in the newspapers, in...
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...ADVERTISING AND REGULATORY SYSTEMS A. Introduction In this paper will be discussed concern on advertising and regulatory systems in different parts of the world. Exactly the regulation of government in advertising is really needed to protect the interest of society from unbridled business behavior (Frith, KT and Mueller, B, 2003, p. 85). It is the foundation of ethics and a rule of advertisement. Advertising regulation refers to the laws and regulations that define the specific products that can be advertised on the country/region specific. Rules can include various aspects such as place settings advertising, advertising time, and the content of the ad. There are five main political/economic systems operate in the world that has its own policies structure for dealing with the media, such as the libertarian/capitalist (i.e., the United States), Socialist/capitalist (e.g., Japan, Australia, Singapore, and Britain), Authoritarian/capitalist (e.g., Brazil, Thailand, and Malaysia), Sectarian/authoritarian/capitalist (e.g., Saudi Arabia and Iran), Communist/planned economies (e.g., Vietnam or China). It also will be discussed to study the different of advertising and regulatory systems in several representation of the world. B. Discussion 1. The Definition of advertising and regulatory systems Before differentiating of advertising and regulatory systems in several parts in the world, it is important to understand what that system is. As is known in the introduction that...
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...Lecture Two: Advertising and Consumer Culture 1. Role of Advertising in Society * Does advertising create unnecessary wants? * The primary function of advertisements is to sell products * Publicly addressed to a mass audience widespread social effect * Intended to create desire and a belief that a product will satisfy desire of consumer 1. Economic Role * Making consumers aware of products and services facilitating selling process Expand consumer demand for products Encouraging consumption and fostering economic growth * Helps new competitors enter the market = advances competition, which results in the lowering of prices that consumers pay for goods and services Effects on Consumer Choice * Differentiation * Brand Loyalty Effects on Competition * Barriers to entry * Economies of scale Effects on product costs and prices * Advertising as an expense that increases the cost of products * Increased differentiation 2. Information Role * Commercial Speech must * Presents information to help consumers make decisions regarding the purchase of products and services * Ads tells us what is new, available, where, when and the price * Tell us about a products (alleged) quality and specifications 3. Entertainment Role * Ads have become an intrinsic part of modern society * Although we may condemn its objectives, as an aesthetic experience we enjoy ads in the same way we enjoy...
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...Reducing cultural shock with global brands and advertising Eliane Karsaklian - Advancia-Negocia Abstract This paper aims at demonstrating that expatriates represent a specific target for companies as they tend to consume global brands during their stay abroad in order to avoid cultural shock and thus should be addressed with specific communication. The literature review articulates global brands and advertising with cultural shock, explained on the basis of Trompenaars and Hampden-Turner’s dilemmas’ theory. The qualitative method used in this research were 53 in-depth interviews. Results demonstrated that expatriates relay on well-known brands to adapt to new environments when they are abroad and that specific advertising help them to reconcile dilemmas. Key words: Global brands, advertising, expatriates, cultural shock Introduction Economic and social factors are working to increase global competition and global operations, and subsequently an acceleration of traffic in expatriation and repatriation. Johansson and Ronkainen (2005) state that research shows that one of the most common features of a globally integrated marketing strategy is the adoption of one brand name around the world, whereas Callow and Schiffman (2002) talk about how advertising interpretations are dependent on cultural factors of the viewer. Therefore, the present paper is relevant because it demonstrates that particular attention should be drawn to expatriates during their sojourn abroad. While struggling...
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... Article One: Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture In this study, the authors examine the idea of global consumer culture positioning (GCCP) as the correct positioning strategy upon entering into a new international market. “The purpose of this study is to conceptualize, measure, and examine the use of a new brand positioning strategy referred to as GCCP.” In addition, GCCP is compared to LCCP and FCCP, as well as other factors that may be influential. The authors used elements in basic theories and predicted positioning strategies that might be used in advertising. Several Hypotheses pertaining to the use of GCCP were developed and tested: H1: LCCP, FCCP, and GCCP are meaningful positioning constructs in television advertising. H2: LCCP will be used more frequently than FCCP or GCCP as the brand positioning strategy in television advertising. H3: GCCP will be identified less frequently in television advertisements in the United States relative to advertisements in other countries. H4: LCCP will be identified more frequently in television advertisements in the United States relative to advertisements in other countries. H5: Television advertisements using GCCP will more frequently use indirect, image-oriented content approaches (soft-sell) than direct, strong message argument appeals (hard-sell). H6: GCCP will be used least frequently in television advertising for feed products and most frequently for durable...
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...The discourse of advertising 1. What is advertising? Advertising is ubiquitous – it is the air we breathe as we live our daily lives (Jhally, 1995: 79). Advertising is a prevalent phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. People are exposed to the advertising process wherever they are. Advertising is not only an ‘ideal tool’ for reaching people economically, but it is a device of attaining and maintaining contact with persons socially, culturally, politically and even psychologically. Therefore, advertising is neither an innocent way of selling products nor the primary factor which changes society’s attitudes and behaviour so as to fulfil its ends and economic purposes. According to Harris and Seldon (1962: 40 apud Vestergaard & Schroder, 1985: 2), advertising is defined as a public notice “designed to spread information with a view to promoting the sales of marketable goods and services”. From this perspective, advertising exists “to help to sell things” (White, 2000: 5), which is limited to giving utilitarian information about the product with the objective of informing the consumer about the necessity and the importance of the commodity advertised. Besides, according to Nicosia (1974 apud Sheehan, 2004: 2-3), to advertise means “to give notice, to inform, to notify or to make known”. He goes on and suggests that a successful advertisement should include...
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...interest in examining the mechanism and influence of online advertising. Along the line of research, an intensely debated topic has been consumers’ beliefs and attitudes toward online advertising. A host of studies (e.g. Ducoffe 1996; Russell, Staffaroni, and Fox 1994) have suggested that individuals’ attitudes toward online advertising (ATOA) are an important measure of advertising effectiveness. Past research of online advertising has provided insight into global marketing and commerce. However, the foci of most studies have been on the USA or other developed countries. Little is known about online advertising in developing countries such as China. Culture and advertising are intrinsically linked. Cultural influence on consumers’ beliefs and attitudes toward advertising has been well documented in the marketing literature (e.g. Durvasula and Lysonski 2001; La Ferle, Edwards, and Lee 2008). As Roberts and Ko (2001) stressed, cultural differences are as relevant to online advertising as to traditional advertising. The goal of the current study is to investigate online advertising across different cultures such as China and Romania, which extends the current research on ATOA to distinctly different cultural contexts and may provide useful implications for businesses and organizations to expand across cultures. Moreover, due to the short history of online advertising, consumers’ beliefs and attitudes toward online advertising are still evolving and changing (Karson, McCloy, and Bonner...
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...barriers in international business communications. Understanding cultural differences is one of the most significant skills for firms to develop in order to have a competitive advantage in international business. This paper probes some key elements of cross-cultural issues in international business communication and provides a framework for creating competitive advantage for firms engaged in international business. Culture affects many aspects of international business communication. It impacts free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation, and consumer behavior. Seven themes are suggested as guidelines for further research: Cultural impacts of markets, international versus domestic business communication, standardization versus adaptation in cross-cultural communication; cross-cultural dimensions of business communication research, cross-cultural aspects of the business communication mix (advertising, promotion, sales, public relations, trade shows, and commercials), cross-cultural aspects...
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...field of cultural significance of the research results. In 1980s, scholars did a large number of cross-cultural consumer behavior based Hofstede’s cultural construct. After the 1990s, globalization and technological revolution in the joint action, cultural issues in all areas of marketing, reflected in all directions, the impact of cultural capital on advertisement journals were seen everywhere. "Advertising." The word of foreign origin, derived from the Latin word “Adteurture”; its basic meaning is the meaning of attention and induce the latter evolved into the English language “Advertise”. In recent years, advertising fills of people’s lives. From the television’s ads, newspaper’s ads, outdoor walls’ ads, to the network, advertising are seen every where. But in different cultural background, consumer values, consumption patterns and consumer behavior are different. Cultural capital has a deep impact on advertising, which cannot be ignored. Today's society is in economic globalization; all the advertising companies cannot separate from cultural capital. We need to know when planning to advertise the nation's culture, and culture types, this is the ads, predictable. "Cultural capital has three subtypes: embodied, objectified and institutionalized." (Bourdieu, 1986). According to three different types of cultural capital. Below, I will talk about my type of advertising of these three different effects. Embodied cultural capital Embodied cultural capital is embedded in...
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...RUNNING HEAD: Module I - Assignment I Review Two Definitions of Culture A Paper Presented to The Faculty of the Department of Business Administration In Partial Fulfillment of Course Requirements For B7312- Cultural Marketing Access – Module I - Assignment 1 Spring II, 2013 For The Doctor of Business Administration Degree, D.B.A. David F. Black, B.A., M.B.A., C.D.P. Dr. Cliff Butler Argosy University/Seattle March 11, 2013 © Abstract This paper provides a summary review of B7312, Cultural Marketing Online Argosy Module I, a comparison of two different definitions of culture (Webster) (CARLA). An additional element of contrasting these two definitions is also provided. The overview provides discussion points for the classes of March 7th & 18th, 2013 or sooner as defined by Dr. Butler. Perspectives This paper is submitted in partial fulfillment of the B7312 Course Module I Assignment 1 for the Cultural Marketing Online Course Class on March 7, 2013, B7312, Spring II, 2013, Dr. Cliff Butler, AU-Seattle. Summary of Assignment This student is to write a talking-points paper for the selected definitions of culture as outlined in B7312 Cultural Marketing. After the two out of hundreds (Kluckholn) (CARLA) of cultural definitions are selected, this Doctoral candidate...
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...development:- The rapid expansion of telecommunication facilities and mobile phone has provided opportunities for rural people to keep in touch with men and markets. Development of TV networks and reasonable channels has enabled the marketers to pass on message about product and services to rural people. In rural areas especially in large villagers and villagers near to towns and cities, children and youth have accused to information such as job opportunities, national news, weather conditions, bank loans etc..IT and internet are sure to spread up exchange of information in rural india though at a slower rate compare to urban market IV. Legal :- The government has come out with legislative measures to protect the interest of consumers some of the important ones are:- a. Money lenders:- The money lenders advance long term loans against security of land over period of time manipulate...
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...How to Avoid Plagiarism - Examples of Quoting and Paraphrasing*: Quoting means using another author’s exact words in your text. The citation must be placed in quotation marks (“…”) in your text, using the appropriate bibliographical referencing style (see resources below). Websites, pictures, statistics, graphs and tables taken from another source must be referenced. ~ Referencing styles may vary according to faculty, discipline and even professor; ask your professor which style you should use (for example, APA, MLA, Chicago Manual). Original Text: Over time technology has been instrumental in increasing industrial and agricultural production, improving transportation and communications, advancing human health care and overall improving many aspects of human life. However, much of its success is based on the availability of land, water, energy, and biological resources of the earth. Pimental, David. (1998). Population growth and the environment: Planetary stewardship. Electronic Green Journal, 1(9). Retrieved from http://repositories.cdlib.org/uclalib/egj/vol1/iss9/art10 Samples: Research has shown that technology has been instrumental in increasing industrial and agricultural production, improving transportation and communications, advancing human health care and overall improving many aspects of human life. However, much of its success is based on the availability of land, water, energy, and biological resources of the earth. Research has shown that...
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...479 479 International Journal of Advertising, 30(3), pp. 479–507 © 2011 Advertising Association Published by Warc, www.warc.com DOI: 10.2501/IJA-30-3-479-507 Young adults’ responses to product placement in movies and television shows A comparative study of the United States and South Korea Taejun (David) lee Bradley University Yongjun Sung and Sejung Marina Choi University of Texas at Austin This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film product placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, material- ism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to product placement. However, cross-cultural differences were observed for TV product placement. In the US, materialism and real- ism enhancement were found to be most powerful predictors of cognitive response to product placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertising researchers and practitioners are provided. Introduction Movies have almost...
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...Globalization of Markets and Competition: Trade is increasingly global in scope today. There are several reasons for this. One significant reason is technological—because of improved transportation and communication opportunities today, trade is now more practical. Thus, consumers and businesses now have access to the very best products from many different countries. Increasingly rapid technology lifecycles also increases the competition among countries as to who can produce the newest in technology. In part to accommodate these realities, countries in the last several decades have taken increasing steps to promote global trade through agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU). Stages in the International Involvement of a Firm. We discussed several stages through which a firm may go as it becomes increasingly involved across borders. A purely domestic firm focuses only on its home market, has no current ambitions of expanding abroad, and does not perceive any significant competitive threat from abroad. Such a firm may eventually get some orders from abroad, which are seen either as an irritation (for small orders, there may be a great deal of effort and cost involved in obtaining relatively modest revenue) or as "icing on the cake." As the firm begins to export more, it enters the export stage, where little effort is made...
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