For example, if you run a global fast-food chain that sells the same hamburgers Can advertising be standardized or not, in some cities you may lose customers to local competitors who can customize hamburgers to what is popular in the area. We can now measure TV and digital advertising in the same way.
There is no significant difference in attitude toward brand and purchase intention between informational and transformational advertising. Commercials will be selected by the personal judgement of the researchers.
Today, that data-competency gap is starting to close. Therefore, Hypothesis 3 that Chinese consumers have more favourable attitudes towards local advertising for American Brands more familiar brands than European brands less familiar brands is supported.
While you would have to adapt the language to the local markets, the conceptual premise of your messages can remain constant. In this case, Chinese consumers have more favorable attitude towards American brands than European brands.
American and European cultures belong to low-context cultures and are therefore analytical and action oriented, and tend to use clearly articulated and spoken messages.
The breakdowns of the commercials according to the country-of-origin of the brands and plac of productions are summarized as follows: In general, the results show that food products and foreign-made transformational advertising, especially for more familiar American brands, are more easily to be transferred directly to the Chinese markets.
Food products emphasize the "world brand image" and therefore, a more standardized approach is usually adopted in Asia and they are therefore no more considered as culture bound products. Other companies, however, have decided to launch global campaigns instead. This type of marketing strategy conforms to work across different cultures and countries to promote a product.
Table 1 Consumers also have significantly better attitude toward the brand for local advertising 4. With respect to advertising, high-context cultures can be recognized by the use of indirect communication using less information and more visual cues.
But consumers have significantly better attitude toward the brand for local-made ads 4. Quelch and Hoff suggested a continuum of decision framework used in advertising where a global approach can fall anywhere on a spectrum from tight agreement on an advertising concept to loose agreement on advertising details.
As they are more comfortable to be exposed in informative environment, the advertising message styles tend to be informative and the ads rely more on the content on comparative, factual and Can advertising be standardized or not selling proposition.
In general, Chinese consumers find local advertising more interesting 3. Therefore, Hypothesis 4 that Chinese consumers have more favourable attitudes towards local advertising for those Food products than Non-food products is not supported. According to Mooijmany advertisers perceived wrongly that advertising concepts based on strong image cues are able to cross borders more easily than campaigns based on verbal messages.
Kokemuller has additional professional experience in marketing, retail and small business. For foreign advertising, consumers also have significantly better attitude toward advertising for transformational ads 3.
A high context message is one in which most of the information is already in the person, while very little is in the coded, explicit, transmitted part of the message Hall Data and technology are changing the game, and we are rewriting the rulebook.
However, the fast food chain has emphasized its relationship with local suppliers and management in some countries in the Middle East and elsewhere, where attitudes toward western and American culture are less welcoming. Since television advertising is a form of entertainment for the Chinese consumers, they prefer viewing visual imagery rather than receiving detailed information.
In general, local-made advertising can create more favorable attitude toward the ad, the brand and higher purchase intention for non-food products. The alternative is to construct hypothetical ads that vary only with respect to affect valence and intensity.
As many multinationals are planning to enter the China market, a question on whether they should standardize or localize their advertising approach becomes a major issue. However, there is no significant difference in purchase intention between transformational advertising 3.
That is, affect is merely measured rather than manipulated, it cannot be known for certain whether it is affect or some unmeasured message property that is responsible for any observed effects.
Therefore, the purchase intention towards American brands does not depend on the attitude towards the advertisements. When comparing the local informational advertising and foreign transformational advertising, the respondents have significantly better attitude toward foreign transformational as 4.
Getty Images The most exciting time to be in the television industry is right now. Past studies have showed that new products or brands are easier to standardize than mature products. Messages Whether your products have similar or different uses in various markets, you have to consider cultural context when marketing your products.
From an addressable advertising standpoint, standardized reporting helps marketers understand what CPM they should pay to maximize ROI, which networks perform best and at what point the campaign frequency reaches diminishing return.
He has been a college marketing professor since Cultural values are reflected both in advertising themes and in the execution.
If the associative values are universal, transformational strategies can be used cross-culturally. The sixteen pairs of commercials had been be selected based on their manifest ability to elicit varying levels of affect transformational versus informationalplace of production, product nature, country-of-origin and creative styles.Asia Pacific Advances in Consumer Research Volume 4, Pages LOCALIZE OR STANDARDIZE IN ADVERTISING?
CHINESE CONSUMERS’ POINT OF VIEW.
Susan Tai, Hong Kong Polytechnic University, Hong Kong. Jae Pae, Hong Kong Polytechnic University, Hong Kong [The work described in this paper was substantially. Can You Standardize Multinational Marketing? strategy can or should be standardized, and to what degree?
Currently, most multinational companies employ strategies that are much closer to the. Standardized International Advertising: Some Research Issues and Implications and academicians have been debating the applicability of standardized international advertising.
This paper examines recent evidence that deals with this strategy in an indirect manner. than "advertising appeal and message" that can affect sales, The. Standardized marketing for global companies typically offers significant cost benefits.
If the same message works universally, you don't have to spend money to develop customized marketing messages. While you would have to adapt the language to the local markets, the conceptual premise of your messages can remain constant.
International journal of Advertising,10, Can Advertising be Standardized Among Similar Countries? A Cluster -Based Analysis Ven Sriram &. A Content Analysis of Pantene Pro-V by Kailyn Schmidt — 79 Standardization of International Advertising Strategies: A Content Analysis of Pantene Pro-V.Download