Effects of Cultural Elements on Advertising of Cellular

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


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


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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.


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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!


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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.


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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.


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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.


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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.


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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


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Conceptual Framework

CulruralElements

#$an!ua!e% atifacts%eli!ion% ethncity% aesthatics&

Success/Failure of An

Advertise

ment


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Regression


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Bar diagram

Analysis


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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


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This bar chart shows that ma@ority of the respondents were #ale. Their fre0uency is above

D7 and female has less than 57.


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The respondents agrees that language can make effects in an ad.

"ecause its fre0uency is .77, which represents agree option.


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$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


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The respondent chose that religion is important cultural element with .77 option having

the fre0uency of above B7.


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espondent have answered .77 option most with the fre0uency of 5D on the

second place they are neutral.


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The respondents choose to .77 and its fre0uency is above B7, which shows that ethnic values are an important

cultural element in an advertisement.


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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.


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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.


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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.

Documents

Effects of Cultural Elements on Advertising of Cellular