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Essay / Research Paper Abstract
An 11 page paper discussing the cultural
differences that must be considered when attempting to design an international advertising
campaign, ranging from the obvious such as language to more subtle attitudes toward
characteristics of specific colors or overt materialism. The media used for the message is
important as well. An example used in the paper is the reduced effectiveness of newspaper
advertising in a developing nation where extremely low per-capita incomes and literacy
rates combine to make a newspaper a luxury item useful only to relatively few citizens.
Bibliography lists 10 sources.
Page Count:
11 pages (~225 words per page)
File: CC6_KSintlAdv.rtf
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Unformatted sample text from the term paper:
the 20th to 21st centuries, that of globalization is the one most likely not to be labeled as a "fad" after several years. The emergence of the global marketplace
inexorably advances, bringing with it revolutionary change in the ways that many organizations do business. Harvards Theodore Levitt said more than a generation ago that the purpose of any
business was to first attract, and then keep, a customer; globalization brings a wide range of possibilities to the process of attracting those customers.
A result of globalization is that advertising campaigns are becoming increasingly global in their scope and application (Schulberg, 1997). Many products lend themselves to a globally uniform approach,
but cultural differences are still important and advertisers still must consider those differences. Cultural differences can be profound, even between nations as similar as the US and Canada (Ferley,
Lea and Watson, 1999). Effects of Cultural Differences Globalization affects different organizations and
different brands in ways unique to corporate culture or the nature of the companies products, but marketers are still faced with determining the best routes of reaching their target market
segments, whatever those segments may be. Many nations have less well-developed sources of market information than are available in the US: "it is often difficult to locate research
data on which to base the type of international marketing decisions which need to be made" (Ferley, Lea and Watson, 1999; p. 55). It is not enough to know
simply where to find the target market population, but also how specific approaches to advertising might be accepted within specific nations. As important as it is to know details
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