{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

ADV318J_Chapter_ 9 - Chapter 9 Advertising Planning An...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 9 -- Advertising Planning: An International Perspective (4e) Highlight  1) 302 anyone with an interest in advertising should be interested in China; why? a) People interested in advertising should be interested in China because it has a fast growing economy, new  global status (by hosting the 2008 Olympics) and greater acceptance of capitalism 2) 302 why does China present many incredible challenges to U.S. marketers? a) Challenges to US marketers include: i) Enormous size of China ii) Lack of a single Chinese language iii) Huge income and lifestyle differences iv) Cultural values (Confucian) clash with Western lifestyles and economic reforms v) Rich history spanning thousands of years 3) eg302 Toyota’s misadventures in marketing a new brand in China; international advertising a) New line “Prado Land Cruiser” b) Ad agency created print depicting a Prado driving past 2 large stone lions bowing to the Prado (stone lion =  sign of power in Chinese culture); depicts respect to the car c) Mishap #1: Prado can be translated to “rule by force” or “overbearing” d) Mishap #2: Stone lion brought back bad memories of conflict with Japan e) Def.   International Advertising – advertising reaching across national & cultural boundaries i) Communicating with global consumers involves immersing into subtleties and mysteries of culture 4) 303 two paragraphs beginning with As we said in Chapter 5 + Ads depend on effective comm. a) **Culture = set of values, rituals, & behaviors that define life. Communicating across cultures is one of the  most difficult because there’s no culture-free communication. Advertising is a cultural product b) To transport an ad across cultural borders one must respect, and hopefully understand, the power of culture c) **Ads depend on effective communication, which depends on shared meaning; must be in cultural context 5) 304 effect of global trade initiatives GATT and NAFTA a) General Agreement on Tariffs and Trade (GATT) and North American Free Trade Agreement (NAFTA) are  designed to facilitate trade and economic development across national borders. Their effects on global trade  initiatives include the emergence of larger, more accessible, and more homogeneous international markets 6) 305 Ex. 9.3 -- know only the largest advertiser in each country; ethnocentrism; self-reference c.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern