ADV318J_Chapter_ 9 - Chapter 9 - Advertising Planning: An...

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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. 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) 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. a)
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This note was uploaded on 03/23/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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ADV318J_Chapter_ 9 - Chapter 9 - Advertising Planning: An...

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