Pepsi-Cross Cultural Management
Cultural dimensions in Media
PEPSI COLA
1. Introduction to cross-cultural advertising
Cross cultural advertising means more than translation. The language, style, colors, numbers and symbols of advertising are all important factors to be considered. To outsource cross cultural marketing to a professional located in the intended target market is an effective way to broaden your global business. Cross-cultural research on advertising is a relatively new field which reflects the developments and trends of the last decades in economic and commercial activities. In recent years there has been an evident tendency to economic integration, especially for the countries who have reached a certain level of wealth. One of the main issues in international marketing and advertising is whether consumers from different countries will become more and more alike or whether the differences will remain stable or even will grow more. The question is reflected at a decisional level by the dilemma of the standardization (globalization) of marketing and advertising strategies or, at contrary, of their cultural adaptation to the paradigms and patterns revealed by every single country / region. The last two decades saw a proliferation of cross-cultural studies, research and analysis of advertising, consumer behaviour, organizational behaviour etc. attempting to support one approach or the other.
Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences. Cross cultural communication aims to help minimise the negative impact of cross cultural differences
PEPSI COLA
1. Introduction to cross-cultural advertising
Cross cultural advertising means more than translation. The language, style, colors, numbers and symbols of advertising are all important factors to be considered. To outsource cross cultural marketing to a professional located in the intended target market is an effective way to broaden your global business. Cross-cultural research on advertising is a relatively new field which reflects the developments and trends of the last decades in economic and commercial activities. In recent years there has been an evident tendency to economic integration, especially for the countries who have reached a certain level of wealth. One of the main issues in international marketing and advertising is whether consumers from different countries will become more and more alike or whether the differences will remain stable or even will grow more. The question is reflected at a decisional level by the dilemma of the standardization (globalization) of marketing and advertising strategies or, at contrary, of their cultural adaptation to the paradigms and patterns revealed by every single country / region. The last two decades saw a proliferation of cross-cultural studies, research and analysis of advertising, consumer behaviour, organizational behaviour etc. attempting to support one approach or the other.
Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences. Cross cultural communication aims to help minimise the negative impact of cross cultural differences