Compiled by Ms.

Sudha Ravishankar, Faculty, KC College

Product:
Parameters
Country
Type
Culture Elements Material

Social Institutions

Superstition
Aesthetics

Language
Analysis of Elements Factual v/s. Interpretative
Cultural Sensitivity and Tolerance

Individualism v/s. Collectivism

Measure of Culture Power Distance Index
Uncertainty Avoidance Index
Masculinity/Femininity Index

Language Limitations Translation

Transliteration
Miscommunication due to wrong text
Media Limitations What is the Mission?

What is the Message?

 How much is the Money?
What kind of Media would be available?
What is the Measure of ad effectiveness?
Legal Limitations Laws of the land apply

Conclusion
 Names of Countries
USA Brazil Dubai
Developed Emerging Gulf
Technical and Economic High Moderate High
Traditional and Non-
Family Traditional Traditional Traditional

Formal and Vocational Formal and Vocational Formal and Vocational

Education are equally evolved are evolving are not evolved
Political Structure Democratic Socialist Monarchist
Moderate High High
Moderate High Low
Multi-Linguistic (pre-
dominantly English,
Spanish and French) Portuguese and English Arabic and English
Factual Interpretative Interpretative
Sensitivity Moderate High High
Tolerance Low Moderate Low
Individualistic Collective Collective
Moderate High High
High Low Moderate
Need to achieve High Moderate High
Female Workforce Participation High Moderate Low
Low High High
Low High High
Moderate High High
Information Information Information
Culture and Sub-culture Culture and Sub-culture Culture and Sub-culture
specific specific specific
Traditional and New Mostly Traditional Mostly Traditional
Pre-and post-testing Post-testing Post-testing
Stringent Flexible Stringent

To draw up an To draw up an To draw up an

advertising strategy advertising strategy advertising strategy
based on the above based on the above based on the above
parameters, it wouldn't parameters, it would be parameters, it would be
be a problem as the a problem as the a problem as the
audience is more open audience is audience is
in its outlook and the conservative and the conservative and the
cultural, language, laws of the land and laws of the land and
media and legal aspects media need to be more media need to be more
are well-defined. progressive. progressive.
Hong-Kong
Asia-Pacific
Moderate
Traditional and Non-
Traditional

Formal and Vocational

are equally evolved
Democratic
High
High

Cantonese and English

Interpretative
Moderate
High
Individualistic
Moderate
High
High
High
Moderate
Moderate
Moderate
Information
Culture and Sub-culture
specific
Traditional and New
Pre-and post-testing
Flexible

To draw up an
advertising strategy
based on the above
parameters, it wouldn't
be a problem as the
audience is more open
in its outlook and the
cultural, language,
media and legal aspects
are well-defined.