《Lessons》课件-Wk章节16 Intercultural Communication章节

InterculturalCommunication

Week16ContentsDefinitionofAdvertisingElementsofAdvertisingClassificationsofAdvertisingInterculturalAdvertisingStrategiesInterculturalAdvertising

Latinword,“turnthemind/informpeople”

Aformofcommercialmasscommunicationdesignedtopromotethesaleoraproductorservice,oramessageonbehalfofaninstitution,organization,orcandidateforpoliticaloffice.Anypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Nonpersonalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughdifferentmedium.MarketingCommunicationMix

(PromotionMix)-thespecificblendofadvertising,salespromotion,publicrelations,personalselling,anddirect-marketingtoolsusedtopursuethemarketingandadvertisingobjectives.Advertising Thecommunicationusuallypaidforbyacertaininstitution,organization,orapersonaimedat

thepublicityandpromotionofideas,products,orservicesthroughvariousmedia.InterculturalAdvertising

AdvertisingAdvantages

-Reachmassesofgeographicallydispersedbuyersatalowcostperexposure -Enablethesellertorepeatamessagemanytimes -Reachlargescaleofpotentials -Beexpressivebyusingartfullyvisuals,print,sound,andcolor. -Buildupalong-termimageInterculturalAdvertisingInterculturalAdvertisingAdvertisingNon-personalSponsorCostMessageMediaElementsofAdvertising

Interculturaladvertising

Advertisingofideasproducts,andservicesfromasourceculturetargetinganotherculture.

Classification

-Medium

Themostpowerfultoolstopublicizetheproductandservices.(e.g.Newspaper/Magazine/Television) -TargetAudience

Consumer/Business/Service -Purpose

(Brand/Retail/Political/Directory/Direct-response

CorporateandRecruitment) -GeographicDifferencesInterculturalAdvertisingDevelopingAdvertisingStrategy -Twomajorelements

a)Messagecreation -Sliceoflife -Lifestyle -Fantasy -Moodorimage -Scientificevidence

b)MediaselectionInterculturalAdvertising

AdvertisingStrategy

-Definition

Acampaigndesignedtoconveyideasaboutproductsandservicestopotentialconsumersinthehopesofconvincingthemtobuythoseproductsandservices.

-3stepsofadvertising

Inform/Persuade/Remind -StrategyPush -StrategyPullInterculturalAdvertising

PUSHToconvinceretailers,salespersons,ordealerstopromotetheadvertiser’sproduct,andadvertisersmayprovideinducementstoaidretailertoselltheproduct,orofferincentivestodeveloptradepromotions.

PULL Convincethetargetconsumertotry,purchaseandrepurchasetheproduct,andadvertisersmayappealtothetargetconsumerwithcoupons,in-storedisplays,etc.InterculturalAdvertisingInterculturalAdvertisingProducerRetailersandWholesalersConsumersPushStrategyProducerRetailersandWholesalersConsumersPullStrategyProducermarketingactivities(e.g.salespromotion)ProducermarketingactivitiesResellermarketingactivitiesDemandDemandInternationalAdvertising - Globaladvertisingshouldbeadaptedto theuniquecharacteristicsofmarketsin variouscountries.

E.G.i)Coca-colaSprite ii)GilletteVenusrazor

- Lawonadvertisingdiffersfromoneto another

E.G.McDonald’s(Sweden/EU) Comparativeads(USA/China/Japan/Brazil)InterculturalAdvertisingInternationalAdvertisingStrategies -Standardization

i)

Conveyandextendthesameadvertisingmessage todifferentmarketsandcultures.

ii)

Advantages(CostandQuicklylaunch)

iii)

Disadvantages(Lessadaptabilities) -Localization

i)Stress