Advertising Challenges in International Markets The most important Advertising challenges are - Culture - Language - Legal - Write about

the five dimensions - PDI Power Index - MFI Masculinity-Femininity Index - CI Individualist-Communalist Index - RTI Risk Taking Index Index - Colours and Numbers - Economic level - Education ALL THE ABOVE POINTS HAVE TO BE INCLUDED. Some points on some countries are given in the following notes

China
The open-door policy introduced commercial advertising in China. Special capitalist economic zones were created and increased ads foung a place in the society. Today ads are as popular as in USA Contradictory elements coexists in modern China- urban sophistication and rural backwardness, wealth and poverty and the imported goods along with the indigenous. Nothing seems more contradictory than the seemingly opposing economic philosophies of capitalism and communalism. Both are robust forces of the China of the new millennium Looking at ads in China one finds a degree of government oversight. The controls in advertising are limiting but they do not make advertising impossible. Ads should not contain the National flag, national emblem and national anthem Names of Government organizations. Words such as State level or the best. Anything that will be injurious to social stability, personal safety and that violate social public interest Contents that are obscene, superstitious, violent or evil Contents that are harmful to the protection of the environment or natural resources Contents that discriminative against nationalities, races, religions and sex In 2006 the government has banned foreign-produced animation between 5pm to 8pm on state-run TV to protect Chinese animation studios

The Chinese stresses a lot on loyalty and inter-personal relationships. Chinese culture also emphasizes passive acceptance of fate by seeking harmony with nature, inner experiences of meaning and feeling, close family ties and tradition The Chinese advertisers base their ad strategies on creating a liking for a product through image and emotional appeals rather than information on products. Appeals based on cultural values are becoming popular. Youth and modernity appeals are prevalent, reflecting westernization and modernization White colour is a big no no Red signifies joy and festivity and green signifies youth and growth The government does not like the marketers to know too much about citizens so public events held by companies marketing research is forbidden by law Media primarily consists of TV, newspapers, radio and magazines. The internet is also emerging as a communications medium. Language. Chinese translation is problematic. Kentucky Fried Chicken ad Finger Licking Good was translated as Bite your Finger Off. Coca-cola was spelled as ke-kou-ke-la because it sounded like coca-cola but after printing thousands of signs it was found that the phrase meant bite the wax tadpole and female horse stuffed with wax. Finally it was changed to Ko-kou-kole which meant happiness in the mouth The Pepsi slogan Pepsi brings you back to life was translated as Pepsi brings your ancestors back from the grave The nature of the Chines language, whose writing system is based obn ideographs rather than an alphabet, poses certain issues that advertisers must attend to carefully. Ideographs provide significant opportunities for other mistakes in communication. Some examples of Foreign Brand Names rendered in Chinese Brand Chinese translation Meaning BMW Bao Ma Treasure Horse Mercedes Benz Ben Chi Racing gallop Head & Shoulder Hai Fei Si Flying silk of the sea

There are also issues associated with importing Chinese names and concepts into other languages. For example the Chinese work for fragrant is pronounced Fang The Chinese brand of lipstick FangFang is an awkward name for lipstick in English Toyota used an advertising campaign in which a stone lion ( a symbol of China) salutes the Japanese vehicle. The ad fired up the long standing animosity between China and Japan. In addition Prado was translated into Chinese in such a way as to suggest rule by force, tyranny and domination. These cultural and linguistic innuendoes were not well received in China An ad of Nike , a 90 sec spot aired in China, Hong Kong and Singapore featured a mad defeating an elderly Chinese martial arts master, a pair of dragons and two legendary Chinese goddesses in a simulated videogame. The commercial was banned because it violated regulations that said all ads in China should uphold national dignity and interest and respesct for the motherlands culture The early bird gets the worm was translated as the first bird in the flock gets shot down. In China advertising is reviewed by the government rather than being self-regulated or censored by media outlets In China advertising that will appear on the national network is reviewed by Beijing and if approved can be aired all over the country. Advertising that will appear on local stations must be approved by the respected local governments

Japan Japan is the second largestadvertising market being only the USA
Most of the ad budget is spent on television although it is expensive and there is tresmendous competition for time slots. On an average a person spends 3and half hours a day watching TV. The younger generation prefer TV and other media with video-images rather than printed material like newspaper or books. Japanese housewives usually do the cleaning and the laundry after their husbands and children leave for their office and schools. After one or two hours on housework they watch TV. They spend 4 and half hour a day watching TV Newspapers are also populargivven long commutes and high literacy rate. There is a tendency to spend more on sales promotion, event sponsorship and direct marketing Controversial products have many advertising restrictions. Factors informing the unique Japanese characteristics which afftecgts the advertising strategy are as follows. 1. they adapted to catering to authority and to harmonize with others 2. they tend to place themselves in their own exclusive and closed communities 3. they have introverted personalities and pay serious attention to cooperativeness in the group 4. risk-taking ability of Japanese people is less than USA 5. they place more attention to the reputation of the product in the community and thus word of mouth is important 6. as they tend to require others opinion to be confident when they decide something, on site customer service e by Japanese native speaker in the manner of ask me anything, anytime is effective promotion when they decide to buy as it makes them confident 7. ensure that the number 4 is used in ads and promotions 8. team-work and group cohesiveness are ingrained in Japanese culture. 9. Japanese do not use exaggerated hand gestures, facial expressions and movements in their communication 10. ads which emphasize why someone should buy the product is felt to be arrogant of the seller to know what the consumer would like

Language is a major problem. The translation is often hilarious as the following ads will show. A sign in a Japanese hotel reads as Please do not entertain guests of the opposite sex in your room. Do it in the lobby A sign outside a laundry Drop your pants here Dont get into this A sign in Japan with the universal \Do not enter symbol Please waste Signs on thrash cans in an amusement park You are invited to take advantage of the chambermaid A hotel sign is forbidden to steal towels please. If you aref not a person to do such thing is please not to read this sign in Tokyo hotel Stop. Drive sideways A detour sign Cooles and Heates. If you want just condition of warm in your room, please control yourself Instructions on a Japanese hotel air conditioner

Brazil
Brazils economy is growing , the currency is strong and the confidence high, people are beginning to desire things that were out of reach just a few years ago. Wealthy and middle class are trading up to more expensive products and buying more of them. Over the last few years the belly of the market composed of the middle class households that the equivalent of $ 25,000 a year. Cultural dimensions analyze key cultural traits that affefct and influence values. Brazil has low individualism indicating that it is a collectivist society. The culture has a close long-term commitment to the member group be that a family, extended family or extended relationships. Loyalty in a collectivist csulture if paramount and over-rides most other societal rules In Brazil, therefore it is important to know the following -value is placed on the needs of the group -culture is extremely family oriented -key decisions are made with regards to family -culture desires unity and remains loyal to the unit PDI 70 % I C 34% MFI 45% UA 76% HC 60% Family is the foundation of the social structure and forms the basis of stability of most people. The family tends to be large. There is a class system. The upper and middle class have only a brief interaction with the lower class. Class is determined by skin colour and economic status Although women make up 40% of the workforce, they are found in lower paid jobs such as teaching, administrative support and nursing. The people love socializing and spending time with each other. Though the culture tends to be relatively informal, they are quite fashion conscious Purple flowers are used extensively at funerals so one has to be cautious in the use of the colour.

TV plays a prominent role in the Brazil households and is considered as one of the main channels of access to information, especially among the less economically favoured families. Children have a preponderant role in the selection of programmes to watch on TV Brazil is trying to implement the Swedish rule to ban children completely from TV Pay channels are only 10% Globo is the main network dominant in audience share. Other channels are yet to make a mark. Hoardings are popular. Massive skyscraper size hoarding line the streets of Sao Paulo. The brands show the uninhibited nature of the Brazilian society. Giant images of men and women , with only their underwear and the Playboy centre page are displayed in huge cut-outs Hoardings are put up illegally and cause visual pollution. There is a proposal to ban these hoardings The outdoor media is polluted but cheap Although half the population is black all ads have white models. Black people have been traditionally absent in ads except as maids, drivers etc Comparative ads are allowed within limits. It should be objective and enough evidence to support the claims made Ads directed towards children and teenagers shall pay special attention to the psychological aspects of the target audience Breakdown of investment by media Tv 60% Newspaper 18% Magazine 10% others less than 10%

ACS

Case Study Format

1. write about the product that you have selected. You may need more data about the product than what is given. You may then make assumptions about the product so that you can determine the target audience 2. describe your target audience. You cannot determine the advertising strategy if you do not know your target audience 3. you write what the basic elements of advertising challenges are: ie culture ( the cultural index and other parameters given along with this note Culture ( values behaviour likes dislikes media choice etc) Cultural dimensions (PDI : IC: MF: RI) Language issues Legal advertising laws Low High context Economic level Educational level Technology level ( if the product requires) 4 write about one country that you have selected and explain each of the dimensions mentioned above. 5 write your USP and the ad strategy based on the analysis of the dimensions you have mentioned 6 mention the media you will use YOU DO NOT HAVE TO PREPARE ANY AD When you have finished one country write about the second country you have selected