Global Advertising in a Cultural Context.
Mirjana. Milenkovic
Bok Engelsk 2009 · Electronic books.
| Omfang | 1 online resource (66 pages)
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| Utgave | 1st ed.
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| Opplysninger | Global Advertising in a Cultural Context -- TABLE OF CONTENTS -- LIST OF FIGURES AND TABLES -- 1 Objectives and Structure of this Book -- 2 The Concept of Culture -- 2.1 Definitions of Culture -- 2.2 Elements of Culture -- 2.3 Culture and Consumer Behavior -- 2.3.1 Hofstede's Five Dimensions -- 2.3.2 High-Context Cultures versus Low-Context Cultures -- 3 Global Advertising -- 3.1 Characteristics of Advertising -- 3.2 Advertising as a Communication Tool -- 3.2.1 Advertising Strategy -- 3.2.2 Advertising Execution -- 3.3 Specifics of Global Advertising -- 3.4 Standardization of Global Advertising -- 3.4.1 Kinds of Standardization -- 3.4.2 Arguments for Standardization -- 3.4.3 Arguments against Standardization -- 3.4.4 Culture and Global Advertising Strategy -- 3.4.5 Culture and Global Advertising Execution -- 4 Overcoming Cultural Differences -- 4.1 "Culture-free" Products -- 4.2 Cross-Cultural Market Segments -- 4.3 Universal Appeals -- 4.4 Culture Cluster -- 4.5 The "Country-of-Origin" Effect -- 4.6 The "Middle-of-the-Road" Approach -- 5 Conclusion -- Bibliography.. - The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.
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| ISBN | 9783836619950
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