Week 1: Intro
● Advertising can act a distorted mirror in a society by presenting unfavorable traits such
as materialism, instant gratification etc. since the emphasis is on enhancing values that
encourage the sale of goods
4 Ways to Advertise
1. International advertising: ads made and disseminated in another country
2. Multinational ad: multinational brands ex. Nestle, colgate
3. Transnational ad: the development of the multinational brand is done in a more
participatory and decentralized manner with input from consumers and local experts
4. Multidomestic ad: brand has same name in different countries but has different brand
development and standardization
- Advertisement for such brand varies significantly from one country to another,
based on the marketer’s strategic intention and set of circumstances
Week 2:Dimensions of Culture
Chapter 4
● For global marketing, we need to measure global differences
● Cultural differences can be classified in
- Looking at institutions that societies created
- Observe and compare behavior
- Ask people what they think
● Cultures can be described according to descriptive characteristics or classified into value
categories/dimensions of national culture
● Common dimensions to order society: degree of economic evolution or modernity
● 4 elementary forms of sociability
1. Communal sharing
2. Authority ranking
3. Equality matching
4. Market pricing
● Hofstede’s 5 Independent dimensions
1. Power distance
2. individualism/collectivism
3. masculinity/femininity
4. Uncertainty avoidance
5. long/short term orientation
6. (added later) indulgence/restraint
, ● Descriptive classifications to understand consumer and communication behavior: high vs
low context, difference in time orientation, relationship w nature
● High context culture: symbols. Inaccessible for outsiders
- Symbolism and indirect verbal expression
- Japan, China
● Low context culture: explicit verbal messages. direct
- Argumentation and rhetoric
- Germany, US
● Different concepts of time can explain differences in behavior
● Relationships types between humanity and nature
1. Mastery over nature (man is to conquer nature), harmony with nature (man is to
live in harmony with nature) and subjugation to nature (man is dominated by
nature)
● Individualistic culture are universalistic, collectivist cultures are particularistic
Chapter 7
● Utterance: language spoken in context. Communication is contextual
● The effectiveness of any message depends on the communication environment
● Digital orality: informal spoken conversation but written
● Silence in communication is found mostly in collectivistic cultures that are also long-term
oriented.
● collectivistic cultures as are found in Asia and Africa, but also Latin America, human
communication is an exchange or interaction, more than merely a way that information
moves from one place to another.
● Verbal personal style is individual centered language ex. English (enhances the I)
● Verbal contextual is role centered. Ex japanese (different way to address people based
on status)
● Verbal personal style is linked with low power distance (equal status) and individualism
(low context), whereas verbal contextual style is linked with high power distance
(hierarchical human relationships) and collectivism (high-context).
● Elaborate verbal style refers to the use of rich, expressive language which often is a
remnant of orality and mostly found in collectivistic and short-term oriented cultures
● Exacting or precise style is a style where no more or no less information than required is
given, mostly found in individualistic cultures that have been literate for a long time.
Succinct or understated style includes the use of understatements, pauses, and
silences.
● 3 aspects determine mass comm. Styles: style, content and form
● 4 elements of advertising style can be distinguished. Each will vary by culture:
1. Appeal (including motives and values
, 2. Communication style (e.g., explicit, implicit, direct, indirect)
3. Basic advertising form (e.g., testimonial, drama, entertainment)
4. 4.Execution (e.g., how people are dressed, the look of kitchens, or male-female roles)
● Aspects that contribute to likeability
1. Meaningful
2. Doesn't rub the wrong way
3. Warm (gentle, sensitive)
4. Pleases the mind
5. Be socially appropriate
● The consequence of the different roles of advertising across cultures is that international
advertisers cannot use one standard for measuring effectiveness worldwide
Lecture
● Contextual trust: State of mind which persuades a person to accept the risk of smth
due to + expectations
- Ex. celebrity endorsement, reviews from experts, testimonials etc.
● Important aspects: data driven advertising, capturing customer feedback
● Advertising implications for practice:
- Glocalization (adaptation of products into local contexts)
- Immersiveness (4 dimensional: touch/feel)
- Multi Screen media planning
- Cross device tracking and delivery
- The internet of things
- Social media advertising
● Low context:
- Explicit messages (stated directly and clearly)
- Little attention for status of person, task oriented
- Individualistic, independence and individualism is emphasized
- Ex. German, Scandinavia, US, English, French
● High context:
- Not just the message is important
- Value concept of ‘face’. Strong public image
- Relation oriented
- Relational
- Ex. chinese, spanish, arab, african, italy
● Monochronic:
- Do one thing at a time
- Committed to job
- Concerned about not disturbing others privacy
- Short term relationships
● Polychronic:
, - Many things at once
- Highly distractible
- Committed to people and relationships
- Concerned with those who closely related
- Build lifetime relationships
● The Hofstede model: cultural dimensions theory. Developed a theory to measure
cultural differences
- Problem: how to quantify culture?
Cultural Dimensions:
1. Power distance-accept of inequality in distribution on power in society
2. Individualism vs collectivism-how personal needs and goals are prioritized vs the needs
and goals of the group
3. Masculinity vs femininity
- In masculine societies performance and achievement are important
- Masculine society: social gender roles are distinct , men focus on material
success and women on quality of life
- Feminine society: social gender roles overlap, both quality of life
4. Uncertainty avoidance-how comfortable people are changing the way they work or live
(Low UA) or prefer the known system (high UA)
- Cultures with strong UA, there is a need for rules and formality to structure life.
This translates into the search for the truth and a belief in experts
5. Long term orientation vs short term orientation
- Long term: perseverance, ordering relationships by status, having a sense of shame
- Short term: personal steadiness and stability, respect for tradition. Focus is on pursuit of
happiness
6. Indulgence vs restraint
- Indulgence is free gratification, enjoy life and have fun
- Restraint- gratification needs to be curbed and regulated by strict social norms
Week 3: Theories of GA and Global Branding
Chapter 1
● Value paradox: paradoxes are statements that seem contradictory but are actually true
● Global local paradox: the more people know about other other countries and cultures,
the more they become aware of their own culture and national identity
● Many global advertisers are not market oriented but product oriented
