Global Marketing and Advertising : Understanding Cultural Paradoxes

Personality Personality traits Identity and image Personality and identity in marketing Attitude Lifestyle Social processes Needs Motivation Buying motives Emotion Emotions in advertising Group processes Opinion leaders Mental processes Language, perception and memory Locus of control Information processing Decision making Consumer decision making styles Business decision making Consumer behavior domains Product acquisition, ownership and usage Complaining behavior Brand loyalty Diffusion of innovationsChapter 6: Researching and Applying Cultural Values Value research Value priorities vary Mixing terminal and instrumental values Value shift Culture-specific values Belgian values Dutch values Indian values Japanese values Important values don't translate Measuring cultural values Measuring the desired versus the desirable Individual- and culture-level Equivalence of survey data Sample equivalence Linguistic and conceptual equivalence Metric equivalence Comparing dimensional models Applying the Hofstede dimensions to marketing and advertising Understanding manifestations of culture Comparing groups of cultures Cause-effect Commercial value and lifestyle research Value structure mapsChapter 7: Culture and Communication Communication and culture Interpersonal communication styles Interpersonal communication and the electronic media Mass communication styles Advertising styles The purpose of marketing communication Informational versus emotional Measuring advertising: Persuasion of likeability How advertising works The hierarchy of effects High- and low involvement Visuals in advertising Appreciation of advertising in general Public relations Web site design Design: Logo, product, package and retail designChapter 8: Culture and the Media An ever changing media landscape Media usage across cultures Television IPTV Radio Press media The mobile phone The world-wide web E-commerce Search marketing The social and entertainment roles of the internet Social networks The blog Internet advertising Ad format acceptability and effectiveness Viral marketing Online video advertising Mobile marketing and advertising Will the worldwide web facilitate standardization? The organization of international media planningChapter 9: Culture and Advertising Appeals Appeals in advertising The value paradox as an effective advertising instrument Equality paradox Dependence and freedom paradoxes Success paradoxes The innovation and global paradox Examples of appeals by dimension Power distance Individualism/Collectivism Masculinity/Femininity Uncertainty avoidance Long-term orientation Consequences for advertising concepts Do great ideas travel? The country-of-origin appeal Why humor doesn't travelChapter 10: Executional Style and Culture Classifications of advertising forms Seven basic advertising forms worldwide Announcement Association transfer Lesson Drama Entertainment Imagination Special effects Relationship basic form, culture and product categoryChapter 11: From Value Paradox to Strategy A company's mission and vision Corporate identity Product/market development across cultures Branding and culture Brand positioning across cultures External aspects: Product usage and brand image Product usage Brand image Internal aspects: Brand identity & personality and brand values Brand identity and personality Brand values Brand positioning matrix Marketing communication strategy Fully standardized: One product or brand, display Semi-standardized: One brand, One advertising form, and Standard execution One brand, one form, varying standard executional elements One or different brand names, one advertising form, different executions One or different brand names, one concept, different executions based on culture-fit advertising styles Cultural segmentation: act global, think local Communication strategy by stage of market development Stage 1: Global products, global marketing communications Stage 2: Global products, adapted marketing communications Stage 3: Local products, local marketing communicationsAppendix A: GNP/capita 2007 (US$) and Hofstede Country scores for 66 countriesAppendix B: Data sourcesIndexAbout the author