effects of cultural elements on advertising of cellular
TRANSCRIPT
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
1/23
By
Fahad Mohiuddin Ahmed
Submitted To
Ms. Afsheen Danish Naqvi
Eects of Cultual Elements onAdvetisin! of cellula
com"anies
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
2/23
Overview As we all know that advertising has become now a house hold name in business world. Advertising
can be explained as sending your company’s or brand persuasive message to the people out there
Culture helps in getting the attention of the viewer towards the product. Using this advertising
strategy can be successful on many occasions but not all the time. Therefore it is very important to
match the culture with the brand of the product, understanding the product itself and making a
framework for measuring the effectiveness.
. This study will also be beneficial for me when will be working in an organi!ation and creating
different concepts related to the use of effective use cultural advertising. "y understanding the
cultural effects on advertising a can assured of a competitive edge. #oreover, this research will
provide recommendation and suggestions on when to align cultural elements in cellular companies
advertisement and how to do this effectively
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
3/23
Hypothesis Analysis $ypothesis can be explained as the outcome that we expect out of our research. And a bookish
definition of hypothesis can be %A research hypothesis is the statement created by researchers when
they speculate upon the outcome of a research or experiment.& 'ollowing are the null hypothesis and
alternative hypothesis of my research topic.
Null Hypothesis( Cultural )lements do not affect an advertising campaign.
Alternative Hypothesis( Cultural elements affect an adverting campaign.
Null Hypothesis: *anguage factor does not affect an advertising campaign.
Alternative Hypothesis: *anguage factor affects an advertising campaign.
Null Hypothesis: +erspective, orms - values does not affect an advertising campaign.
Alternative Hypothesis: +erspective, orms - values affects an advertising campaign.
Null Hypothesis( eligious views do not affect an advertising campaign.
Alternative Hypothesis: eligion affects an advertising campaign.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
4/23
Problem Statement:
and
Research Question The advertising has become such an important aspect of a business and advertisers now are
using cultural factors to advert the products. The reason of its significance is the dependence
of a product or service in terms of communicating the benefits and functionality to costumers.
n addition to this, culture is also linked with product successiveness and cultural
belongingness strengthens the emotional attachment with the customer service. /ur problem
statement is that will analy!e the cultural elements effects on advertising. $ow the companies
have touched the sky and how they fell down for using the culture in wrong direction.
How Cultural Elements eects Advertising!
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
5/23
Literature Review
Saudat Salah Abdulba"i# Ridwan Adetun$i Ra$i n this article it is explained that all the cultures are
uni0ue and its element make them uni0ue. The main features that distinguish the three main ethics of
#alaysian population are1 language, religion, and cultural norm. The country is populated by 234 #alay,,
534 Chinese, 674 ndian and 674 others This reflects the existence of diversity in ethnicity, religion and
cultural norms. nvariably language can play an important role in creating hurdles or become support in
sending out the message to consumers through advertisements.
Sang%Pil Han And Sharon Savitt n this study it is examined that how two cultural aspects i.e.
indivualistic and collectivism. t is known that how these cultural aspects are used in advertising effectively
in different countries. Two countries are taken into consideration, U.8.A and 9orea. n U.8.A, maga!ine
advertisements are studied and it is seen that U.8.A has individualistic culture, employed appeals to
individual benefits, independence and personal success. :hereas 9orean maga!ine advertisements were
more towards collectivism, family integrity, employed appeals to harmony, integrity and in;group benefits in
a greater extent to U.8.A ads.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
6/23
Stephan &ahl# 'iddlese( )niversity *usiness School# +ondon n this article it is explained
that different advertising techni0ues and approaches are re0uired when the cultures have big
differences, whilst culturally closed countries will not merit a different approach for each
country or culture. Although it seems unlikely that cultural values based approach can ever
fully reflect and predict the full extent of an advertising market’s values, styles, strategies etc.
This article suggests that culrual; values play a significant role in shaping the various values,
strategies etc. used in the market.
&ana + Alden# ,ayne &- Hoyer# . Choi +ee n this article it is said that humor is a tricky
strategy and it can be different in effects, vary of nations according to individualism and
collectivism culture. An important 0uestion is answered in this 0uestionnaire that is whether
and when incongruity or incongruity in resolution is more effective as a humorous
communication strategy.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
7/23
Cont. /heodre +evitt n this article it is explained that there is a powerful force that drives the world
towards a converging commonality and that force is called technology. lobal #arket strategy is the practice of standardi!ing marketing Activities when
there are cultural similarities and adapting them when culture differs.
0anet +- *orgerson )niversity o E(eter # 0onathan E- Schroeder )niversity o E(eter n
this article it is said that marketers must be culturally, ethically and visually literate in
representation and linguistics, if they are to identify and understand ethical problems inmarketing communications. $ence, ?udgments of image appropriateness should be informed by
awareness. t is insisted that an ethics of representation must invoke issues that arise when
brand identity, corporate communications and visuals strategy relies upon representations of
identity. t is argued that ethical analyses of marketing communications must offer accounts for
how its images represent identity. #oreover, representational conventions point to potential
blind spots in consumer’s responses to images of identity, alerting marketers to gaps strategic
conceptions of brand identity and consumer perceptions about brand image.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
8/23
0ohn-'-+ewis The increasing clutter in advertising landscape has advertisers to work
even harder. Consumers only attend to those ads that create appeals for them and rest of
them is ignored very easily through various tools. =espite of these dangers, advertisers
always try to remain uni0ue in their strategy and its implementation to capture viewers’
attention. Trying to be different can lead them to making ads proactive, highly creative, or
@ust confusing. As advertisers find new ways to make their ads more outstanding and be
noticed, they engage in lots of innovative strategies.
*ilal Naseem 0an$ua )niversity o ,ales# )1 n this article it is said that advertisement has been
the noteworthy part of the marketing communication mix. The reason of significance depends upon
the products benefits and functionality to the costumers. 8ometimes culture is also linked with the
product success, but cultural belongingness strengthens the emotional attachment with the costumer
and dominates the decision making.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
9/23
Methodology
&A/A C2++EC/32N
The method of data collection for this research is based on +ersonal 8urveying Techni0ue
which is highly effective for this research study1 procedure is concerned for the collection of
data.
SA'P+3N4 /ECHN3Q)E
non;probability sampling techni0ue where respondents are selected upon the personal
convenience of the researcher.
SA'PE S35E
sample si!e is of 677 respondents
3NS/R)'EN/ 26 &A/A C2++EC/32N
uestionnaire is the instrument for collecting data1 which has helped in the study to
determine the relationship between the utility of social blogs between consumers and
managers
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
10/23
Conceptual Framework
CulruralElements
#$an!ua!e% atifacts%eli!ion% ethncity% aesthatics&
Success/Failure of An
Advertise
ment
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
11/23
Regression
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
12/23
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
13/23
Bar diagram
Analysis
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
14/23
The respondents thinks between neutral and agree on the effects cultural elements on the
advertisement as their fre0uency is between B.77 ;.77 i.e. B.57
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
15/23
This bar chart shows that ma@ority of the respondents were #ale. Their fre0uency is above
D7 and female has less than 57.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
16/23
The respondents agrees that language can make effects in an ad.
"ecause its fre0uency is .77, which represents agree option.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
17/23
$ere the respondents have answered between B.77 and .77. :hich
means that they somewhat agree that aesthetics is important but can be
left in ad because their fre0uency is B.37
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
18/23
The respondent chose that religion is important cultural element with .77 option having
the fre0uency of above B7.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
19/23
espondent have answered .77 option most with the fre0uency of 5D on the
second place they are neutral.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
20/23
The respondents choose to .77 and its fre0uency is above B7, which shows that ethnic values are an important
cultural element in an advertisement.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
21/23
Conclusion
The purpose of this study was to enhance marketers knowledge about
cultural elements impact on advertisement. "usinesses can successfully
reach out to their by including cultural elements in their ads encouraging
ethnic values, language, religious values, artifacts and aesthetics in an ad to
have a better understanding of what people perceive about their products
and services. The usage of cultural elements in ads has drastically increased
in business advertising but is still relatively new in +akistani ads and
advertisers are shy towards its usage as cultural differences are a great issue
in +akistani environment.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
22/23
Discussion n results it has been revealed that language, artifacts, ethnic values,
aesthetics and religion are high among the respondents and they want
these factors in an advertisement. Cultural elements has a significant
role in making a successful advertisement. The relationship among
these variable were found significant and positive.
-
8/18/2019 Effects of Cultural Elements on Advertising of Cellular
23/23
Research implications
This research will help the decision makers in marketing departments of cellular brands. The
findings about the effects of cultural elements in advertisement will help. t will also change the
advertising methods and use of cultural elements will help in getting to know about the costumer
more easily.
6uture Research Applications
This cross sectional study has evaluated the cultural elements effecting advertising. These results
will act as a base for future researches. #ore researches on this topic can explore new dimensions of
advertising and impacts of cultural elements on other marketing strategies. Also, future researches
are needed to calculate the efficiency and the impacts of cultural elements on advertising of other
brands of various industries.