Cultural Influences on Consumer Behaviour. Cross-Cultural Marketing gaffs Chevrolet Nova didn't do well in Spanish speaking countries ...Nova means 'No Go'
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What is Culture? colloquial term for whorehouse.
Characteristics of Culture
A woman’s place is in the home? colloquial term for whorehouse.
Why is it important to Understand culture? colloquial term for whorehouse.
Consumption choices cannot be understood without considering the cultural context in which they are made
How would this Australian ad for wine go over in France?
Decoding the Message colloquial term for whorehouse.
In the UK, the use of humour in advertising is is also dominant in beer advertising, with 88% using this feature
In Germany, beer is not directly associated with humorous advertising, and only 10% of the sample used humour
Other themes: sex, sport, friendship, relaxation, tradition
Marketing Implications colloquial term for whorehouse.
Swanson TV Dinners colloquial term for whorehouse.
Products or services that resonate with the priorities, tastes, and values of a culture have a much better chance of being accepted.
Dimensions of Culture colloquial term for whorehouse.
Everyone should use a deodorant colloquial term for whorehouse.
French Canada 81%
English Canada 77%
United Kingdom 71%
A house should be dusted and polished three times a week colloquial term for whorehouse.
United Kingdom 59%
Such findings signal that Canadian values, ideas, and attitudes should not be relied upon when planning marketing forays into foreign consumer markets
Each product or service must be evaluated for its potential fit with the cultural norms and values of consumers in a particular country or region
Sacred and Profane Consumption colloquial term for whorehouse.
Marketers need to be aware of what is sacred – and perhaps taboo in advertising
The sacred made Profane taboo in advertising
Symbols taboo in advertising
Generate ideas, emotions, thoughts
Types of Symbols
Animals (animate objects)
A taboo in advertisingMyth is a Story Containing Symbolic Elements That Express the Shared Emotions and Ideals Of a Culture.
Mythic Characters and symbols are often used in advertising
Traditions taboo in advertising
What are traditions?
Religious taboo in advertising
Rites of Passage
Baptism, Meditation, Mass
Parades, Elections, Trials
Grooming, HouseholdTypes of Ritual Experience
A stylized, repetitive pattern of behaviour
Cultural Artifacts taboo in advertising
What are some typically Canadian artifacts? taboo in advertising
INNOVATION taboo in advertising
An idea, process, or invention that is new or different.
Continuous Innovation taboo in advertising
Dynamically Continuous Innovation taboo in advertising
Discontinuous Innovation taboo in advertising
Diffusion of Innovation taboo in advertising
The process by which products move from initial introduction and acceptance to regular purchase and use.
Product Characteristics That Influence Diffusion taboo in advertising
The degree to which potential consumers perceive a new product as superior to existing substitutes
Air travel over train travel, cordless phones over corded telephones
The degree to which potential consumers feel a new product is consistent with their present needs, values, and practices
Gillette MACH3 over disposable razors, digital telephone answering machines over machines using tape to make recordings
The degree to which a new product is difficult to understand or use
Products low in complexity include frozen TV dinners, electric shavers, instant puddings
CHARACTERISTICS taboo in advertising
The degree to which a new product is capable of being tried on a limited basis
Trial size jars and bottles of new products, free trials of software, free samples, cents-off coupons
The degree to which a product’s benefits or attributes can be observed, imagined, or described to potential customers
Clothing, such as a new Tommy Hilfiger jacket, a car, wristwatches, eyeglasses
Product Placement taboo in advertising
Product Placement taboo in advertising
The process of obtaining exposure for a product by arranging for it to be inserted into a movie, a television show, video game or some other medium.
3 BASIC TYPES OF PRODUCT PLACEMENT taboo in advertising
Visual – occurs when a product, service or logo can simply be observed
Spoken -- occurs when an actor or off-screen voice mentions a product, service, or corporation
Usage -- occurs when an actor or actress actually handles or interacts with a product, service or corporation. Often includes both a visual and spoken element as well.
What are the Advantages of Product Placement? taboo in advertising