Exam 3 - adv 318j small notes- Fall 2006 - Murphy

Exam 3 - adv 318j small notes- Fall 2006 - Murphy - Chapter...

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Chapter 9 Culture 1. Culture : set of values, rituals, behaviors, a. Ad across border: b. Ads effective comm. & effective comm. shared meanings 2. 3. Self-reference criterion (SRC): unconscious reference to own’s cultural value, experiences, and knowledge as basis for decision 4. Cross - Cultural Audience Research : Economic Conditions, Demographic Characteristics, Values, Custom/Rituals, Product Use/Preferences a. Demographical dividend : world’s wealthy nations get old, they share wealth 5. : passion for art and perfume in French culture 6. Creative Challenge : headlines translated = no sense & pictures (less culturally bound) = misinterpreted or find offensive 7. Media Challenge : media availability and coverage; media costs and pricing 8. Regulatory : all of Adv. can be regulated 9. 2 most arguments for Globalized campaign : potential cost savings 10. 4 Changes in Global marketplace: global comm.( worldwide , universal
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demographic/lifestyle trends , Americanization of consumption values 11. Reasons Countries hate America Brand : exploitation by American co. hyperconsumerism, corrupting influence, arrogance/insensitivity Chapter 15 Advantages & Disadvantages of TV, Radio, and Magazine 12. Absolute Vodka : bottle as focal pt., use 1 media class print
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Exam 3 - adv 318j small notes- Fall 2006 - Murphy - Chapter...

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