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Culture and Advertising

No description by Diane Demazel on 15 November 2012 35 Comments (0) Please log in to add your comment. Report abuse Prezi transcript Culture and Advertising ICN Final project Introduction MacDonald's Strategy Our topic Mac Donalds in Arabian countries-Ad Different Studies Marketing has faced very great challenges in the last years: Culturally diverse markets that companies are now striving to enter Each country has its own unique set of cultural values that create a personality or culture Goal: personalize their advertisements for the different cultures they try to reach Advertisement is another complementary marketing tool leading global foodservice retailer - 119 countries - 68M customers every day - It has become globally accepted - $963 billion dollars in advertisement (+ 8.6% between 2010 and 2011) - biggest US spender on advertisement (spends one of every six dollars) Changing its products Dashs in 2005: over Indian market How can cultural values be strategically and successfully addressed in advertisement in order to help create a better product and brand image with their customers? Why do advertisements fail when trying to focus on different cultures? What similarities are there among reactions from advertisements in different cultures? What cultural values are addressed most erroneously? What are examples of very successful advertisements in different or new markets? -Collectivism (Group singing all together). Score of 38 in the individualism index , is considered a collectivistic society. -Scores 52 on Hofstedes masculinity dimension index and is thus a moderately masculine society Power distance: In the way the main character speaks to the McDonalds employee, a clear difference in positions is seen. 80=> people accept a hierarchical order Airing commercials targeted to locals Pricing and creating a new product value Mac Donalds in Arabian countries Thanks for your Attention - Great Success - Mc Arabia Burger - Onion Model - McDonald's has performed a rather large advertising campaign for the McArabia, largely focusing on the Arabic culture =>The McArabia has been very well received throughout the Arab world. Mooijs Consumer Behavior and Culture: Consequences for Global Marketing and Advertising (2010) Johnsons Selling ourselves: Transnationalistic myths and symbols in Polish-American advertising (2008) Hammers and Kellners studies about media and culture (2009)

McDonalds in Bolivia Failure =>The 8 restaurants closed in 2002: -Victory against capitalism -Bolivia has a strong relationship with food Bolivia Failure of understanding their culture => McDonalds should have been more culturally aware of their customers behavior. Mistake => not to go locally in advertisement => advertisements aired in Bolivia were targeted simply to children in general. They didnt address any cultural value, they were commercials aimed at a big audience . Should have taken into account the high collectivism Should have localized their advertisements instead of airing the same ones aired in a big region. Our method Analysing cases : different advertisements of a single company in different markets Use an approach that integrates cultural values strongly in the framework Global analysis based on the comparison of the different cases. A survey method to compare the reactions of people with very different cultural backgrounds to a single, same commercial Why a single company? -Power Distance in Latin American Countries: High to very high -Uncertainty avoidance: high -Collectivism: high -Masculinity: high Gay french commercial Gay french commercial Advertisement campaign called Come As You Are in 2010, worldwide This commercial was strictly limited to France Low masculinity value Doesnt advertise McDonalds directly (not suitable for a high uncertainty avoidance country) Deals with a modern, popular, but very controversial topic: homosexuality Hofstedes index: France (in 2011) - Risk is avoided (U.A. index 86) - very Masculine ideals, gender roles are important (Masc. index 68), - people prefer to deal directly with business and to be concise, not to beat around the bush Conclusion: - It was not the ideal audience - very high risk releasing this commercial in such a masculine and uncertainty-avoiding environment - mixed reactions, locally, but internationally too. - Conservative parties all across the world disapproved of the commercial, which is widely perceived as unnecessary Survey about gay french ad 1. In general, do you feel comfortable with the fact that the ad addresses homosexuality? 2. Do you think most people from your country would feel the same way you feel about the ad? 3. Do you think the ad portrays a correct image of current society issues in your countries? 4. Does this advertisement change the image of McDonald's that you had before? Our subjects Belgium, 22, Male Mexico, 21, Male U.K. 20 Male Italy, 23, Male U.S. 20, Female France, 24, Male Australia, 22, Female What do you think their answers were? Our subjects : their answers U.S. 20, Female Italy, 23, Male France, 24, Male U.K. 20 Male Belgium, 22, Male Australia, 22, Female Mexico, 21, Male yes yes yes no yes yes yes yes yes no yes yes yes no no yes yes no no no yes no yes yes yes no yes yes 1. In general, do you feel comfortable with the fact that the ad addresses homosexuality? 1. In general, do you feel comfortable with the fact that the ad addresses homosexuality? 3. Do you think the ad portrays a correct image of current society issues in your countries? 4. Does this advertisement change the image of McDonald's that you had before? Survey Analysis Countries with high masculinity such as Italy, Mexico, the UK and Australia felt that this ad would cause the most discomfort among members of their society. This proves that masculinity has a tie with high uncertainty avoidance. People from countries that scored the highest on the importance of religion (Gallup Poll) such as Italy and Mexico were the most likely to reject this ad. Mc Donalds in North America Ad with basketball players struggling for a Mc Do bag Masculinity (competitiveness, large egos, show offs, and material success) Individualistic (ensure their own selfinterest they battled against each other) General Conclusions McDonalds has proven to be a great example of how a company can involve cultural values to portray an image in a country or region. It is clear how when McDonalds decides to adapt to a culture, they dont seem to change the services they offer to the customer much and

keep a global positive image. Uncertainty avoidance needs to be kept in mind when advertising in a new culture. Advertisements that address a specific type of humour or a controversial topic may not be successful in cultures with a high U.A. The value of masculinity seems to be important to address in every culture since it can imply very different consumer behaviours. From the previous cases, the masculinity value is addressed when the advertisement is not created from a human nature perspective, but from a cultural approach. From the survey and the cases, a very valuable lesson is also learned: even though some countries may appear to have similar consumer behaviours, the cultural values involve so many characteristics in a society that it should be vital to address the cultural values carefully within a culture in order to have a successful image among the public. McDonalds greatest tools for success in ads are their localized, culturally aware advertisements, even in their root country, which is a behaviour that companies must adapt. General Conclusions India Advertisement You deserve a break": was used to target the businessmen with very busy days and a very fast daily lifestyle. Other McDonalds advertisements in India were specifically targeted at young families. Commercial in 1997: collectivistic value in it, high masculinity for the place, high femininity for the relationships =>McDonalds adapted their advertisement to reach their customers successfully by addressing correctly the Indian cultural values Indian market (Dash Study) -Getting rich and enjoying a good life has become the new mantra of social existence for the Indian middle class =>Indian is shifting from being very class-conscious to seeking to buy better quality of products and to spend more money on products concerning food or entertainment -McDonalds stores in India take from five to seven years to reach the break-even point