appeals on consumer behaviour in terms of an advertisement’s persuasive power. In the theory, the peripheral way generally includes visual signals like the package, pictures or the background of the message. This theory is implanted in Western advertising exercise, which uses pictures as illustration of words. In the above discussed ways of persuasion, several studies are available to find out the influences of pictures. Experiments conducted by Aaker and Maheswaran (1997) suggest that the dual process
consumers across border than ever. Advertising becomes an essential and integral part of marketing mix in today’s MNCs’ marketing strategies. Advertising can be seen as an informative communication regarding products or services from the manufacturer to the consumers. Advertising helps manufactures or companies to attract new consumers, while at the same time retaining the existing consumers, which would result in higher revenues and ultimately earn more profit. Advertising is used not only to inform and
Introduction: Many businesses are expanding globally, offering products and services across borders. This leads to debates regarding the extent to which international firms should adapt their operations and strategies to new, cultural markets. An understanding of culture is crucial as it is deemed to contribute to successful entry to international markets, thus the role of adaptation is emphasized in marketing practises (Pham and Zeidan, 2015). Furthermore, Akgün, Keskin and Ayar (2014) argue that
In a book "Advertising and promotion" it is described "Because of the role advertising and promotions are inquire to assume, the message and media strategies design to accomplish the sales support objectives are again different from those in the consumers products market. Messages tend to be more information loaded to the point and design to draw out inquiries or a question. Illustration, humor or sex appeals are much less commonly employed (George & Michael, 1998). In a research paper, Jean Masquit
It brings a better understanding of the meanings of each dimension and its connection to the importance and contribution on international marketing studies. But, are these dimensions the most appropriate ones for marketing studies? McSweeney (2002: p. 90) claims that Hofstede’s main research on national culture has failed to clearly acknowledge relevant errors or weaknesses in his
Abstract: The primary purpose of advertising is to convert a potential customer into a buying customer for the company 's product or a to respond in the way that advertiser desires to stimulate the targeted audience. Any marketing campaign involves advertising which is integrated with several communication processes across various channels. To gain an entry in a foreign market, a company adopts the style of international marketing. A successful international marketing involves a strategy of quick
cultures and collectivistic cultures has brought different consumer behavior in cross-cultural understanding (Maheswaran and Shavitt, 2000). According to Usunier and Lee (2009), advertising is influenced strongly by culture as it mostly based on language, image and the attitudes of the local target population. In the study of Teng (2003) about culture and consumer behavior, he indicated that culture and advertising greatly impact to each other. By analyzing the difference in consumer behavior between
the beginning of a ‘cultural turn’ in the globalized world. The worldwide dissemination of the values and attitudes of the West in general and the United States of America in particular has been the focus of attention for not only academicians but also for ordinary people from across the world. There have been intense debates over the impact of globalization and the consequent transformations in the realm of culture from a number of conflicting standpoints. The idea of cultural imperialism has been
Cultural differences in advertising: India and Japan Does culture matter? Cultural biases make an advertisement work or not. To be precise, culture matters for an advertisement to appeal to the mass in a society. According to Donnel Briley and Jennifer Aaker, in their paper, state that culture based differences show up when information is being processed in a sudden and spontaneous manner. This means the first judgement you make when you look at a billboard is based on your particular culture.
all marketing strategies are a thing of the past. For companies to achieve continuous growth and competitive success, it is necessary to understand the cultural diversity and complexity of marketing activities. In the concept of international marketing, companies face the problems like how to design the marketing strategies according to the cultural diversification. To associate with any market and be successful, marketers have to understand their audience in their context and what matters to them