Intercultural Marketing Communication

Understand the role of culture plays in international marketing and advertising Gain insight into controversial issues of global marketing and advertising Analyze consumer behavior from different cultural viewpoints Understand the importance of appropriate translation of advertisements

The first step of market research Geographic differences, personality differences, demographic differences, technographic differences, use of product differences, psychographic differences, gender differences.

Cultural differences influence consumer’s needs and wants. Cultural environment for business is a key factor in marketing development.

A cross-cultural approach: ① compare national marketing systems and local commercial customs in various countries ② essential for the preparation and implementation of marketing strategies. An intercultural approach: ① center on the study of interaction between business people, buyers, and sellers who have different cultural background. ② between people, people and messages, people and products

the direct communication between your products and customers. Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. Marketing is used to identify the customer, satisfy the customer, and keep the customer.

Could you use the communicative theory to explain advertising communication?

Components of Communication

Sender Receiver Channel Message noise Consumer Media mix Advertiser Cultural differences Advertising text

AIDA: Attention, Interest, Desire, and Action ACCA: Awareness, Comprehension, Conviction, and Action

Marketing may be seen as a process of exchange; communication is central to the process Consumers buy meanings and marketers communicate meanings through products and advertisements Inter-subjectively sharing of meaning

Marketing as communication Culture as meta-language Eg. The role of emotions in Japanese marketing Appearance and design of products in Italy

2. Cultural Influence on selected Aspects of Marketing and Advertising

Marketing communications are language based. Accuracy of the wording brand names Slogans

To differentiate products Benefits: expanding sales, increased profits, greater longevity, great power with distributors,ability to survive Related to the founders of the company and to a specific linguistic context.

RankBrand NameBrand Value($ Mil) 1CoCa-Cola Microsoft IBM GE Nokia Toyoto Intel McDonald's Disney Mercedez- Benz l

“No va” means “it won’t go” in Spanish

Esso=stalled car Enco =disposal truck Fira=ugly old woman

Nothing sucks like an Electrolux.

Tokyo Tsushin Kogyo 东京通信株式会社 A romanized name to market TTK—Tokyo kyuko was known as TKK Totsuko– Americans had trouble pronouciation “Tokyo Teletech”—there was an American company already using Teletech as a brand name

The Latin word “Sonus”, the rot of sonic and sound. “sonny”, a familiar term used in 1950s in America to call a boy Sony– The TR-55 transistor radio in 1955 The company name did not change to Sony untill January 1958

The best type of brand Transparent brand: 中性商标，有具有独特性 组组成而无任何特定含义的商标。

Short Catchy Be able to communicate the main charateristics of the product or service whch is being advertiszed

KeLong perfume “love me tender, love me true. True love comes from Kelong Perfume.” Chinese Santana “East or west, Santana is best Electrolux’s Vacuum cleaner “nothing sucks like an Electrolux”

恒源祥： “ 羊羊羊 ”

Signs and symbols can mean different things to people from different cultural background. The same sign or image may create different connotations or implications when they are put in different cultural settings. Marketers should make clear what associations the signs and symbols to be used may have to the target culture.

In Saudi Arabian, this photo had to be modified.

Chinese elements Signs and symbols controversy

Rituals: daily routines, religious and cultural practices and festivals. Multi-national ads that neglect the influence of symbols and heroes may be weak in one culture, but ads that violated ritual and religions may become annoying and offensive.