Advertising and Promotion

Assignment

BUSINESS
SCHOOL

Name: M. Ahmed ILyas

Reg.no: L1F17BBAM0070
Section: D
Submitted To: Ms. Komal Faisal
Cultural variables that needs to be considered while developing an
ad for an international market.

1. Language

The importance of language cannot be overstated. There have been some

embarrassing errors in international advertising that didn't actually helped companies
in selling their goods.  For example, named one of their car as "Nova" failing to
realize that the translation of that word meant "it won't go" in South America. If the
business is not careful, these types of language issues can lead to financial disaster.

2. Regional Values

Extreme regional disparities in a place where a company want to sell must often be
taken into account when advertising. Canada is an excellent example of this. It has
significant French-speaking populations in Montreal and Quebec that are culturally
distinct from the English-speaking communities found throughout the country.

3. Taste/Preference

In advertising internationally, there's a good example of considering the taste of the

market. For example, McDonald's had to completely overhaul its image when it had
to advertise itself in a country like India, where eating beef is off limits. By including
vegetarian and regional options on the menu, they were able to achieve success. 

4. Age/Demographics

Age and other demographics are important in foreign advertising. There are contents
that might be inappropriate for a certain age or country. It is important to know the
age and other demographics of potential country where the goods or services will be
advertised as they are both reliable in developing an ad. 
5. Habits of the consumer

In every region of the world or country, culture and personality shapes consumer
behaviors. In advertising in a foreign country, it is important to assess whether the
country has a culture of free thought or a collective society wherein groups has
influence on an individual's buying decision. Other sociological and psychological
aspects that impact purchase decisions in the country where a company wants to
advertise must also be examined.