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Author Question: How does culture affect international advertising campaigns? Provide an example of an international ... (Read 106 times)

bclement10

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on: Jul 7, 2018
How does culture affect international advertising campaigns? Provide an example of an international advertising campaign which was unsuccessful owing to cultural differences.
 
  What will be an ideal response?

Question 2

The ________ theory states that when an aspect of the market makes a transaction less efficient than it could be, a company will undertake foreign direct investment to internalize the transaction and thereby remove the efficiency-reducing aspect.
 
  A) market power
  B) eclectic
  C) international product life cycle
  D) market imperfections
International Business: The New Realities, Global Edition ¦ Cavusgil, Knight, Riesenberger ¦ 5th Edition
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b614102004

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Reply #1 on: Jul 7, 2018
Answer to Question 1

Advertising conveys a message encoded in language, symbols, colors, and other attributes, each of which may have distinctive meanings. Buyer receptiveness differs as a function of culture and language. Culture determines buyer attitudes toward the role and function of advertising, humor content, the depiction of characters (such as the role of men and women), and decency standards.
For example, in China, Nike Inc. ran an ad produced for the U.S. audience in which NBA basketball star LeBron James battles-and defeats-a computer-generated Chinese Kung Fu master. Chinese consumers were offended and China's national government banned the advertisement.

Answer to Question 2

D


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