Advertising in a Multicultural Market

1. Chapter 14 Advertising in a Multicultural Market

2. CHAPTER 14 Advertising in a Multicultural Market 14.1 A Global Vision 14.2 Diversity and Advertising 14.3 Cross-Cultural Communication

3. CHAPTER 14 14.1 A Global Vision • Goals • Recognize factors that have an impact on global marketing. • Describe global marketing challenges facing marketers. • Terms • globalization • international trade • infrastructure • dumping • picturing

4. CHAPTER 14 Global Marketing • Culture • Power distance • Individualism vs. collectivism • Uncertainty avoidance • Masculinity • Demographics • Economic conditions • Political environment

5. CHAPTER 14 Global Marketing Challenges • Global marketing mix • Product • Distribution • Price • Promotion • Media options • Advertising regulations

6. CHAPTER 14 14.2 Diversity and Advertising • Goals • Describe the impact of diversity on advertising. • Identify characteristics of growing ethnic markets. • Terms • ethnocentrism • cultural diversity • visual diversity • acculturation

7. CHAPTER 14 Cultural Diversity • The changing nature of the United States • Handling diversity in advertising

8. CHAPTER 14 Understanding Ethnic Markets • African-American market • Asian-American market • Hispanic-American market

9. CHAPTER 14 14.3 Cross-Cultural Communication • Goals • Recognize how verbal and nonverbal communication differ in other cultures. • Explain the importance of the translation process in global marketing. • Terms • explicit communicators • implicit communicators • nonverbal communication • translator • back translation

10. CHAPTER 14 Communicating Globally • Verbal communication • Nonverbal communication • Personal greetings • Eye contact • Facial expressions • Personal space • Gestures • Personal appearance • Colors, numbers, and symbols

11. CHAPTER 14 Advertising in Another Language • It’s all in the translation • The translation process