International marketing Essay Example | Topics and Well Written Essays - 2500 words

International marketing - Essay ExampleHowever, globalization has not diminished tender and ethnical differences across markets which suggest that marketing communication strategy needs to address these differences when communicating across floricultures. Hofstedes dimensions of national culture are the most wide applied theory in understanding national and international markets. This paper argues that the concepts of self, personalisedity and identity differ across culture which in turn influences publicise strategy across different markets. However, denote strategy cannot solely be based on Hofstedes dimensions of culture. Other factors and variables could also influence the advertising appeals. It is essential to understand how advertising works in different cultures and to understand this, the advertising value has to be perceived in the right manner. Consumers and pagan dimensions Culture is the bodied programming of the mind which distinguishes the members of one group o r category of people from another (Hofstede, 1990). National culture differentiates one nation from another but inwardly the national culture several subcultures may exist. Consumers differ not only in their lifestyle, beliefs, attitudes and buying habits and at the root of all these, is the difference in culture. Cultural values actually represent the core beliefs of the society. It also implicates education, religion and the physical environment. Attitudes develop over time and can change with age and education. In personal communication verbal and body language both can difference across cultures. Understanding cultural differences is a prerequisite for international advertising as a cultures values are reflected in its advertising (Aillaud & Hahnel, 2006 Chang et al, 2009 Alozie, 2010). Culture and advertising Culture and advertising are inherently related and beliefs towards advertising differ across cultures (Liu et al, 2011). Advertising represents a special type of mass me dia discourse where verbal and non-verbal messages are unified into a single entity (Ustinova, 2008). Advertising merges the voices of warrant and intimacy as they are constrained by the need to fulfill the wishes of their clients. Advertising is closely related to culture and must be adapted to watch the consumers needs. Tastes and desires may have become homogenous values and needs have not become universal (Cemalovic, 2009). Cultural differences continue to exist in language, customs, and habits which heighten the importance of localizing the marketing strategy. Cultural values are an integral part of the consumers self. Therefore, for advertisements to be effective, they should be centered on the customer. Mental and social processes also make a difference in how advertisements are perceived (Mooij & Hofstede, 2010). Mental processes are internal how people learn, perceive and process messages. Social processes include motivation and emotions. Both these processes affect mass communication and interpersonal communication which in turn impact the advertising appeals and advertising style. Advertising appeal and culture While designing advertisements the consumers must be focused upon. Culture influences various elements of consumer behavior and each of these have to be considered by the marketers when designing advertisements. Consumers differ in how they process information and perceive the message. Advertising appeals are specific approaches that marketers use to communicate