Chapter 5 Homework - 3 Global Perspective 51 discusses the problems marketers can encounter when developing advertising messages in different languages

Chapter 5 Homework - 3 Global Perspective 51 discusses the...

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3. Global Perspective 5–1 discusses the problems marketers can encounter when developing advertising messages in different languages and for different cultures. Discuss some of the ways marketers can deal with this problem and avoid mistranslations. Language translation is the main problem, as some things may be offensive in some cultures, or may translate strangely. One way to remedy the problem is to use images to replace text. 5. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

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