Show full item record Abstract Billboards are defined broadly as any large outdoor printed or projected sign. Billboards are a vital means of communication especially in business. They therefore follow communication principles to ensure effectiveness. Effective billboards must have a clear, concise message and attractive illustrations and visual appearance.
Akhil Saraf Anahat Kahlon Yash Jaggi February Abstract There has been a lot of research completed on advertising strategies in specific countries, but little research has been done to explore advertising strategies of a single company across different countries.
Twelve total advertisements from the United States and China were analyzed using a qualitative and quantitative coding method. The results provide interesting insight as to the frequent use of the Coca-Cola logo and human presence within its advertisements.
Coca-Cola also managed to appeal on a global scale by minimizing copy in the advertisements and using images to advertise their product and festivity theme. Introduction With globalization, there has been an increase in the opportunity for multinationals to capture a larger market share.
Though the opportunities have increased, the multinationals need to create effective advertising strategies so that they monetize on the opportunity well.
The essence of advertising is convincing people that a product is meant for them and by purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. When an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist.
These differences make the original advertising campaign defunct. Language plays a major role in cross cultural advertising. Language must be analyzed for cultural suitability.
Communication style also plays a role in cross cultural advertising. Understanding the way in which the potential customers belonging to various regions communicate and what they value, the advertisements can be modified. Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope.
Colors, numbers, symbols and images do not translate well across cultures. In some cultures there are unlucky colors like black in Japan, while in some there are lucky colors like red in China.
Some colors have a certain significance like green in Islam. Some colors have tribal associations in parts of Africa. The advertisement focuses on capturing the audience via different emotions in different regions. The nationality, gender and age of the models used in the advertisements also need to be chosen after taking the regions culture into consideration.
The color schemes, music and aesthetics of the advertisement also need to be adapted to that regions culture.
In this study we have taken into consideration the Coca Cola campaigns from. Cross-cultural analysis of advertising can identify specific differences and similarities in advertising strategies, expressions, and manifest cultural values, norms and stereotypes of the target audience and the larger culture.
Such findings may be used to address the question of whether the same strategies and expressions can be used in international advertising, and whether the values, attitudes, desires and tastes of consumers around the world are converging.
As soft drink market is a growing industry sector for both domestic and foreign brands within China, cola drinks provide a good example of a mass market product relevant to many young consumers.
The cultural difference present a challenge for advertisers and to overcome it, they need a strong understanding of the socio-cultural situation of that particular part of the world. Successful brands advertise according to the desired positioning they want to achieve in a particular market segment.
Bryant, Studies the advertising approach of Coca Cola in six different countries. Coca- Cola also managed to appeal on a global scale by minimizing copy in the advertisements and using images to advertise their product and festivity theme.
Coca-Cola has a straightforward method of persuading consumers across the globe to adopt its products. Gaussorgues, Discusses the challenges of cross cultural advertising and its growing importance in the modern world.
In cultures where advertising has a longer history, the specification of products are appeals firmly fixed. The advertisements are framedkeeping in mind the specific country in which the company is operating.
Different kind of advertising appeals to different sets of people. For example, using simple pictures is seemingly to be viewed as offensive by consumers who have learnt to handle more complex images. They will prefer an interactive and responsive advertisement over a simple one.
By comparing the meaning of the colors in different countries, one notices that there are huge differences in their interpretation.Issuess.
The case is structured to achieve the following teaching objectives: Understanding the characteristics of ethical issues in business in relation to the sale of soft drinks, food and beverages as well as advertising in schools through exclusive contracts, analysing them economically, legally and philosophically and reaching the right, just and proper decision.
The following report proposes an integrated advertising campaign that has been created to aid the launch of the soft drink Orange Passion, which is a new product from the Dayglow soft drinks company.
This report includes every element of the advertising campaign such as a detailed target market. The new campaign and one-brand approach reflects the style of Mr. de Quinto, who has seen Coke from many global angles having served in marketing and non-marketing roles in multiple regions.
Advertising case studies and case histories – search thousands of award-winning advertising and marketing campaigns by industry, country, objective, media and more. Advertising, ideas, creative, art, projects, case study | See more ideas about Advertising, Advertising campaign and Case study.
There’s a few lessons that can be learned from these integrated marketing case studies; one of those being that it doesn’t matter if you mix up the media within your campaign, in fact it’s largely positive, you just have to ensure that there is brand consistency across the entire roll out.