1. Topic Essay Example For Students

1. Topic Essay The report is about the difficulties based on cultural differences marketers and advertising agents have to deal with when setting up an advertising campaign. 2. IntroductionThe research report will try to show what are the main problems marketers are confronted with when they set up an advertising campaign for the world markets. It is not the goal of the essay to find new approaches to avoid expensive mistakes connected with the wrong advertising campaign. It rather should show with examples where global companies have made mistakes in the past, what the consequences were and should show what companies do and did to avoid such embarrassing mistakes and maybe where the changes in avoiding those mistakes are. The methods chosen by the companies or advertising agencies to avoid marketing mistakes should be found out by a questionnaire, which will be sent to the biggest advertising agencies in New Zealand via email. It is expected that they all use similar approaches when shaping and converting campaigns for the target markets. The topic of the report has been an increasing factor when designing international marketing strategies in recent years and will become more important in the next millennium. The reasons are a world, which moves up tighter together depending on the fast development of new technologies, which allows us to communicate with nearly every part of the world everytime. To avoid irritations based on cultural differences we have to know the cross-cultural differences. Another not less important factor is the many mergers in the last years, which lead to an increasing number of global players, which enter the global markets with their marketing strategies. To create the right mix they have to spend time on studying the differences in consumer behaviour based on cultural differences before creating a marketing strategy. 3. Problem StatementWhere are the limits of setting up an advertising campaign concerning the different consumer behaviour based on cultural differences? How do marketers shape and convert existing advertising campaigns for target markets. What do they do to avoid marketing mistakes caused by brand names, which might be misunderstood? Which parts of culture affect the work of marketers mainly? Where do markets exist where one advertising campaign and the same brand name do not cause a problem because of a similar consumer behaviour? Which are the markets where the marketers have to change their campaigns at the most because of the large differences in culture to other markets?4. Literature ReviewMany theories exist which deal with the topic. And also much research has been done to prove these theories. But only few authors have been able to develop strategies or solutions, which use the acknowledgements granted by the research. The reason might be that the universal strategy that fits for all problems caused by cultural differences does not exist. To find out something about the limits of cross-cultural advertising it is necessary to know how marketing and culture are linked and what belongs to culture. In the research report culture should include language, as a key to its culture, non-verbal communication, religion, time, space colour, numbers and food preferences. All these elements are included in an advertising campaign and can cause expensive mistakes when marketers do not consider the differences when creating for example an commercial. Another very important fact, which has to be considered, is that high- and low-context cultures exist. Many authors have written about this topic. One of the firsts who mentioned this in connection with global marketing was Wells (1987, cited in Martenson 1989). He presumed that high- and low-context cultures exist and that this should be considered when setting up an advertising campaign. His assumption was confirmed by a research by Rita Martenson (1989). She tested 239 people who belonged to five cultural groups with different grades of context-levels. The outcome supported clearly Wells proposition that high-context cultures get more information from non-verbal communication instruments than people, which belong to a low context culture. The Bill of Rights Essay(ii) ProceduresThe information is attempted to be collected with a questionnaire, which will be sent via email to the target group mentioned above. First I will introduce myself and show them the reason why they are asked to answer the following questionnaire. The email will also offer them a copy of the report if they are interested in it. This should motivate the companies to reply to the questionnaire. The first five questions should try to find out how deep the subject is involved in cross cultural marketing / advertising, so that the ones which are not or only less involved can be sorted out because they are not relevant for the research. The following questions are created in an open style so that the subject has to write down his individual experiences with the topic. That should try to facilitate a comparison is possible later on. The last question is voluntary and should collect examples of marketing mistakes, which can be used in the report. (iii) MaterialsThe only material, which is used to make the questionnaire possible, is the email facilities at Massey University. 6. Method of AnalysisThe results of the questionnaire should be compared. Similarities and differences will be analysed. The analyse will be using a qualitative approach because the questions, especially the last ones are very in depth and do not allow a quantitative analyse. Maybe it will be possible to find out that there exist different approaches on certain kind of markets to avoid marketing mistakes. It is expected that there will be the same main problems and the same parts of culture, which affect the marketers work. The companies who are not or only less involved in cross-cultural advertising/marketing will not be included in the analyse because their answers are baseed on theoretical experiences. 7. Recommendations or Practical OutcomeThe report will come to a conclusion as it connects the already known theories mentioned above (point 4) with the practical experiences of the companies, found out by the questionnaire. It might not be possible to draw up some recommendations but maybe it will be possible to show a change of dealing with cross cultural problems and based on that change their might be a possibility to show some interesting ways, which will affect that field in the future. BibliographyReference List:Herbig, P. A. (1998).Handbook of Cross Cultural Marketing. New York, London: The International Business Press. Martenson, R. (1989). International Advertising in Cross-Cultural Environments. In Kaynak, E. (Ed.).(1993). The Global Business: Four Key Marketing Strategies. New York, London, Norwood: The International Business Press. Bibliography:Bamossy, G.J. Costa J.A. (Eds.).(1995). Marketing in a Multicultural World: Ethnicity, Nationalism and Cultural Identity. Thousand Oaks, London, New Delhi: Sage Publications. Brook, M.Z. (1996): International Management: A Review of Strategies and Operations. Cheltingham: Stanley Thornes Ltd. Coscum Samli, A. (1995). International Consumer Behaviour: Its Impact on Marketing Strategy Development. Westport, London: Quorum Books. Euglis, B.E. (1994). Global and Multinational Advertising. Hillsdale, Hove: Lawrence Erlbaum Associates. Mooij, M. de (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, London, New Delhi: Sage Publications.