ICM Week 7 INTEGRATED MARKETING COMMUNICATIONS Susan Simei-Cunningham

ICM Week 7 INFLUENCE OF THE SOCIAL AND CULTURAL ENVIRONMENT ON COMMUNICATIONS

ICM Week 7 The Cultural Environment The cultural environment has influences on some of the other environments: The labour environment The socio-economic environment The politics The Regulatory / Legal Environment..

ICM Week 7 The Cultural Environment is in turn influenced by some of the other environments: the economic environment is the standard of living comfortable, the technological environment, do people walk to work, drive can they use a phone, access the internet the geographic environment effects weather growing food,housing and living conditions

ICM Week 7 The Cultural Environment Is composed of institutions and social forces such as basic values, beliefs & attitudes that affect a society’s preferred life styles, perceptions and personal values influence what, where, when & how one buys & uses products.

ICM Week 7 Culture Social Class Reference Groups Family Values Individual Styles Values Are Acquired Through a Complex Socialization Process Core values & beliefs are persistent. Passed from parents to children; reinforced by society to shape attitudes and behaviour.

ICM Week 7 A reference group is a sociological concept referring to a group to which another group is compared. Reference groups are used in order to evaluate and determine the nature of a given individual or other group's characteristics and sociological attributes.group Reference Groups

ICM Week 7 Reference Groups Normative Comparative Informative Groups

ICM Week 7 Buyer Information Process Situational influences Culture Communication context Groups Social Class Usage Influences on buyer decision making

ICM Week 7 SITUATIONAL INFLUENCES

ICM Week 7 Situational Influences Situational variables describe characteristics of a situation or environment that have the potential to influence our behaviour. They are the various changeable stimuli that affect our choice of language in any particular situation. One way of classifying situational variables is to use the categories proposed by Belk (1975).

ICM Week 7 Belk and Situational Influences His categories can usefully be applied to communicative behaviour and what influences a speaker to make particular language choices. Physical surroundings Social surroundings Time Task definition

ICM Week 7 SOCIAL CLASS

ICM Week 7 Social Class All societies have a class system based on power, wealth, and prestige. Marketer use these groups to segment the market place. Designers use symbols to reflect lifestyle and values of the class. But the class system is not as relevant as before.

ICM Week 7 Video on Social Class wZY jTGN1A

ICM Week 7 USAGE

ICM Week 7 Usage Culture influences how a product or service is used. Kelloggs have tried to influence how cereal’s are consumed and at what times. Communications needs to encapsulate the situation in which consumption occurs.

ICM Week 7 COMMUNICATIONS SITUATION

ICM Week 7 Communications situation The setting in which marketing communications are received will affect the degree to which the message is understood and acted upon.

ICM Week 7 PRUCAHSE SITUATION

ICM Week 7 Purchase Situation The act of purchase can have an influence on the behaviour of the target individual. This could be due the to the amount of time available for the purchase. The amount of information How information is presented How the target audience or culture likes to shop

ICM Week 7 Why is the above of interest? Understanding these influences will provide the marketing communications planner with fresh inputs for the exercise of positioning the product appropriately.

ICM Week 7 GENERAL DISCUSSION ON CULTURAL AND SOCIAL DIFFERENCES

ICM Week 7 Exam question The target market for an Integrated Communications Campaign for University courses is defined as young people (aged years) living in European Union countries*. Critically evaluate how different social and cultural environments in the European Union will affect the communications plan. In discussing this topic you should cover such aspects as different languages, different educational experiences and different financial situations. Incorporate three recommendations for the plan in your answer. Key elements:  Perceptions of the University will differ depending on the country, city, reputation and so on. It is hard to “satisfy” all of these perceptions, so a choice needs to be made whether to standardise communications worldwide or to “go local”  Expect a discussion of the many different social and cultural environments in the EU. These must highlight differences in language, diet, ideology, entertainment, leisure, work choices etc.)  We expect specific sections on how differing languages, education and income can influence University choice or Attitude  3 clear recommendations must be there. These could cover the choice of techniques (marketing mix elements and sub categories) or to further segment. There will be other aspects identified by stronger students.  Relevant examples

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