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Cultures & International Advertising By: Cheryl Juliet Joseph
+Hand Gestures
Egypt: “Hold on”
Italy: “What do
you want?”
©2015 Rick Steves' Europe, Inc.
Coca-Cola TV Commercial in Malaysia (2000)
Qatar: It is a rude
gesture or an insult.
+Culture Differences
n TV3 Chinese New Year Commercial in Malaysia (2004)
+
IMC PLAN Bath & Body Works in Malaysia
+Introduction: Bath & Body Works
Canada (2008)
Founded in New
Albany, Ohio (1990)
(L Brand)
Kuwait (2010)
Malaysia (2014)
+Situation Analysis
Strengths • Recognizable brand image • Frequent Promotions • Strong customer loyalty • Strong brand equity
• Strong financial position
Weaknesses • More expensive than many
other brands of the same product
• Low market share • New brand to the market
Opportunities • Online marketing • Promotions
• Product expansion • E-commerce: Better understand target market
Threats • Consumer loyalty to other
brands • Local competitions • Economic slowdown
+Objectives
Build buzz Increase brand’s
visibility Create
brand image
+Target Public/Audience
• Ages 18-54 • In college/Employed • >$15,000 per year • Urban areas
+Message Strategy
Liveliness and
Lighthearted -ness
U.S. Seasons (Spring, Summer,
Fall, Winter)
Malaysia Culture/ Festivals/
Celebrations Creative Tactics & Timetable
+Media/Communication Channels
“I think it brings people altogether.” –Michael Meyers
Social Media
• Women Magazines • Direct Mail
+Measurement
Sales & Conversions
Digital Analytics
+Creative Material: Leaderboard
+Creative Material: Print Ads
“The closer you get to the culture, the better off you are.” –Bill Brichta
+
“You should immerse yourself in that culture, do your research and learn as much as you can about that culture.” - Michelle Tucker