Cultural Context & It’s Impact on Promotions for Marketing Campaigns & Strategies

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Cultural Context & It’s Impact on Promotions for Marketing Campaigns & Strategies It goes without saying, that the influence of cultural on marketing strategies and campaigns is significant. If a company does not or cannot understand fundamental aspects of culture in a market they are launching or operating a promotional campaign, there is the possibility that the objectives of the promotion may not be realized. Aspects of Culture The significance of cultural context on marketing campaigns and related promotions only intensifies when those programs are expanded to other local markets, regional markets, or foreign markets. While the undertaking would likely be formidable, committing resources to commence cultural reconnaissance is essential if any company or organization wants to achieve positive results in a promotional campaign that spans multiple cultures. When looking at the scope of culture and then the context to which it could be applied, there are a number of key aspects that should first be outlined. It is absolutely critical that when a company or organization is looking to launch a promotional campaign in a specific market i.e. foreign market, culturally unique domestic market not just common/well known cultural traits & traditions are recognized; subtle nuances must also be identified and incorporated into the promotion. A good example of when this did not happen was the 1999 Holiday campaign for Gap; while all collateral used “everybody in color”, when the campaign was launched in English Canada, the reaction by consumers was virtually instantaneous “another American company not recognizing that Canada is, in fact, not the 51st state”. This oversight by the company cost the company both in re-doing all... ... middle of paper ... ...ting [Online] Los Angeles: University of Southern California. Available from: http://www.consumerpsychologist.com/ (accessed 3 Sep 11) Jones, V. (2010) ‘It’s Not Black and White: Advertising and Race in Cultural Context”, Journal of Global Marketing, 2010, Vol. 23 Issue 1, p45-64 Craig, C. S., Douglas, S. P. (2011) ‘Assessing Cross Cultural Marketing Theory & Research: A Commentary Essay’, Journal of Business Research, Vol 64(6), Jun, 2011. pp. 625-627 Stevenson, M. (2007) Taco Bell’s Fare Baffles Mexicans [Online] Seattle: The Seattle Times. Available from: http://seattletimes.nwsource.com/html/businesstechnology/2003937804_tacobell100.html. (accessed 3 Sep 11) Public Information (2011) L’Oreal International [Online] Paris: L’Oreal Group. Available from: http://www.loreal.com/_en/_ww/index.aspx?FROM=WW-Dispatch-LOREAL-CORPORATE. (accessed 3 Sep 11)

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