Discussion Board #3: International Advertising
What role does culture play in global advertising? What are some global strategies that help brands thrive? Use support from Chapter 5 of the text to support your response.
Chapter 5:
https://reader2.yuzu.com/reader/books/9781071846636/epubcfi/6/30[%3Bvnd.vst.idref%3Ds9781071846612.i1561]!/4/2[s9781071846612.i1561]/10[s9781071846612.i1571]/12[s9781071846612.i1578]/4/3:24[enc%2Ces]
International
Advertising
Chapter 5
Learning Objectives
?¢ Examine advertising within a global context
?¢ Contextualize the power of culture by exploring high and low cultural context and
cultural dimensions
?¢ Examine global growth across a range of geographic regions while understanding how to
leverage cultural nuances
?¢ Identify ways to leverage global trends to activate global growth
Global Context
Five Advertising Categories
?¢ Local
?¢ Retail brands with small local footprints
?¢ National
?¢ Brands in a single country, e.g., Kroger
?¢ Regional
?¢ Brands advertise in a specific regional cluster
?¢ International
?¢ Broad geographic distribution
?¢ Standardized marketing approaches adapt to local cultures
?¢ Tide in the US, Ariel in India and Mexico
?¢ Global
?¢ Multinational brands with consistent branding
?¢ Little deviation despite cultural differences
Understanding Culture in the Context
of Advertising
?¢ High Context Cultures
?¢ Value subtlety and privacy
?¢ Messages are rarely explicit
?¢ Usually inaccessible to outsiders
?¢ Having local people on your advertising team is essential
?¢ E.g., Asian countries
?¢ Low Context Cultures
?¢ Value messages that are more transparent and explicit
?¢ Interaction is generally open
?¢ The strategy for using words and messages that can quickly be interpreted is common
?¢ E.g., Germany and the US
Cultural Dimensions
?¢ Power Distance
?¢ Distance between ordinary people and power brokers
?¢ China has high power distance
?¢ The US has a low power distance
?¢ Individualism vs. Collectivism
?¢ Refers to whether the individual or the family and community is prioritized
?¢ The US is highly individualistic
?¢ Mexico is highly collectivistic
?¢ Oreo example
Cultural Dimensions
?¢ Masculinity vs. Femininity
?¢ Whether social structures are dominated by masculine or feminine norms
?¢ Saudi Arabia is highly masculine
?¢ Sweden is highly feminine
?¢ IKEA example
?¢ Uncertainty Avoidance
?¢ People??s comfort or discomfort with uncertainty and their engagement in behaviors
that demonstrate varying levels of avoidance
?¢ The Czech Republic has high uncertainty avoidance
?¢ India has modest uncertainty avoidance
Cultural
Dimensio
ns
Continue
d
?¢ Long vs. Short-term Orientation
?¢ People??s patience and their orientation to long-
term gain versus impatience and the desire for
quick results
?¢ Indulgence
?¢ Cultural norms around indulging children or
loved ones rather than a stricter, more
restrained emotional orientation toward
emotional indulgence.
?¢ China and Nigeria examples
Global Trends
?¢ Sustainability
?¢
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