ADV 4313 Exam 2 Study Guide

ADV 4313 Exam 2 Study Guide - ADV 4313 Exam 2 Study Guide...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
ADV 4313 – Exam 2 Study Guide Chapter 4 (Part 2) The Influence of Culture on Marketing and Advertising Religion Influences many marketing decisions See Nike miscue, p. 129-131 Hyatt’s policies Difficulties for brands trying to sell in various countries Changes to products (cosmetics) Male/Female roles Public displays of affection Listerine Nudity Holiday-specific advertising Expressions of Culture Expressions of Culture Hofstede’s 4 Basic Expressions of Culture Symbols Words, gestures, pictures, objects that carry special meaning for a particular culture Latest status symbol, newest trend Outermost, superficial layer Heroes Persons who possess characteristics prized in a given culture Living or dead, real or imaginary (political figures, stars…) Rituals Collective activities considered essential within a culture Social and religious ceremonies, sporting events… Values Enduring beliefs that a specific mode of conduct or end state of existence is personally and socially preferable to the opposite; Broad tendencies to prefer certain states of affairs over others and typically embody contrasts Good vs. evil; beautiful vs. ugly Behaviors change rather quickly, attitudes less so, and values very slowly if at all Intrinsic to one’s identity; inner self May be the most powerful influence on consumer behavior Difficult for marketers to analyze, especially in multi-cultural and heterogeneous societies (see p. 134) Rokeach’s Terminal and Instrumental Values (see Table 4.5, p. 135) Hofstede’s 5 Dimensions of Culture (based on 4 fundamental problems that all societies face ) (1)Relationship between the individual and the group
Background image of page 1

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

View Full DocumentRight Arrow Icon
ADV 4313 – Exam 2 Study Guide (2)Social inequality (3)Social implications of gender (4)Handling of uncertainty inherent in economic and social processes Given these, several studies over a dozen years allowed Hofstede to delineate 5 dimensions that can be used to classify countries : (1)Power Distance Societal desire for hierarchy or egalitarianism Degree of equality or inequality among people in a country’s society High Power Distance Index =accepting of hierarchies/autocratic leadership; people obey authority figures; dependency prevalent Commercial messages should avoid egalitarian appeals Consumers expect clear directions in communications Testimonials will work well Low Power Distance Index =authority has a negative connotation; stress on equality and opportunity for everyone; loathe dependency Consumers will make decisions based on facts and reasoning (2)Individualism vs. Collectivism Pertains to the importance of the group or the individual Individualism : Laws, rules, regulations institutionalized to protect individual rights U.S. is prime example (see political foundations)
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/18/2011 for the course ADV 4313 taught by Professor Annrodriguez during the Fall '11 term at Texas Tech.

Page1 / 8

ADV 4313 Exam 2 Study Guide - ADV 4313 Exam 2 Study Guide...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online