Cultural Context & It’s Impact on Promotions for Marketing Campaigns & Strategies
It goes without saying, that the influence of cultural on marketing strategies and campaigns is significant. If a company does not or cannot understand fundamental aspects of culture in a market they are launching or operating a promotional campaign, there is the possibility that the objectives of the promotion may not be realized.
Aspects of Culture
The significance of cultural context on marketing campaigns and related promotions only intensifies when those programs are expanded to other local markets, regional markets, or foreign markets. While the undertaking would likely be formidable, committing resources to commence cultural reconnaissance is essential if any company or organization wants to achieve positive results in a promotional campaign that spans multiple cultures. When looking at the scope of culture and then the context to which it could be applied, there are a number of key aspects that should first be outlined.
It is absolutely critical that when a company or organization is looking to launch a promotional campaign in a specific market i.e. foreign market, culturally unique domestic market not just common/well known cultural traits & traditions are recognized; subtle nuances must also be identified and incorporated into the promotion. A good example of when this did not happen was the 1999 Holiday campaign for Gap; while all collateral used “everybody in color”, when the campaign was launched in English Canada, the reaction by consumers was virtually instantaneous “another American company not recognizing that Canada is, in fact, not the 51st state”. This oversight by the company cost the company both in re-doing all...
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The first chapter on ‘Account Planning’ deals with issues of racialization and biopolitics that have historically informed representations of Asian Americans in advertisements. With changing social and economic conditions, it navigates the emergence of ‘Asian American’ from being a census category to cultural and linguistic representations that are iterated through multicultural advertising. The category of Asian American is presented through historical examples and textual analysis of advertisements. Further, this chapter not only reflects on the historical naturalization of race for the community when projected as excellent consumers but also for such a broad term enveloping several nationalities and differing ethnicities, it underscores how Asian American advertising attempts to construct such representations separately from other racial and ethnic communities, like African American and Latino consumers, within the United
When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid and costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
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Sociocultural factors embody the various culture aspects in which a business functions. It is of great significance that a firm has the ability to appeal to the culture that they are working within as it reflects their customer knowledge, determining their performance (David & Fahey 2000, pg. 113). One central issue in regards to sociocultural factors playing an important role in a business’ marketing mix is firm’s ability to adapt marketing strategies in regards to demographics. The universal aging population is a clear indicator of marketing strategies for airlines companies to evolve so that it caters to the needs of the population as a whole. In addition, with Qantas operating as a global company and multiculturalism as a universal force, it is crucial to cultivate innovative marketing plans to accommodate the diverse preferences and needs of other cultures (Teo 1994). As cultures differ in their forms of attitudes and behaviours, consumers coming from these diverse cultures, backgrounds and countries are susceptible to dissimilar intensities of service anticipations (Donthu & Yoo 1998).
Assuming a country had a favorable political, legal and economic environment; its cultural environment was evaluated. Culture impacts demand and the marketing mix; therefore, if a country's culture was deemed unfavorable, it was not included in the top ten ranking. Similarly, if a country's culture seemed especially favorable, that aspect is denoted later in the analysis. Cultural factors considered in this analysis:
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As a result, culture plays a vital role in expanding international business with its impacts from general strategic direction to details like logo.
Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.
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a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
Advertisements is a part of today’s culture because they cause and influence our thoughts, ideas, and actions through multiple techniques and persuasion. As a reminder Geertz interpretation of culture stated something that can alter people’s views are considered as a part culture. The brand loyalty that some people have is similar to the loyalty that some groups had towards their culture. For example, the Hmong denied the doctor’s views about diseases because they based illness on social and cultural dimensions. In addition, these advertisements causes an individual’s to gain a sense of reality or realness because it challenges the person to know what is actually true and
Advertisements by foreign firms may conflict with a regional or global value. The billboard advertisement in Amsterdam, “PlayStation Portable White is coming” by Sony, has caused global outcry about its racial implications. Evidently, a Japanese person born into a more homogenous society without the cultural background of today’s anti-racists western world will not consider the advertisement for its potentially racist features; however, an American citizen, who has been living in a society that defies the act of being racists, will more readily interpret the advertisement for its potentially racists elements. The visual of the two women, the placement and syntax of the text, and the use of shock all give reason for two different readers, Japanese and American, to interpret the advertisement differently.