perfect chapter 1
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Chapter 1
Introduction: The Problem and Its Background
Mass communication leads the way to promote products to a large
number of the population. Wherever is the consumer they are all notify or
informed when there is a newly launch of different products. there are
different ways of marketing strategies advertising such as newspapers,
posters, internet, radios, flyers, televisions, and other ways of promoting
their products.
Advertising is one of the marketing strategies that many companies
use to promote or persuade consumers to patronize their products.
television medium has been the top strategy that companies use to
patronize their products by the consumers. Nowadays in our times a large
number of consumers have their own television where they can get
information about the newly launch products. with the use of television
consumers are well informed and persuade about the product that the
companies launch. It also assures the shareholders and employees that
the company is successful in launching their products. commercial
advertisers often seek to generate increased consumption to their product.
Marketing communication is a process of sharing perception.
Marketing communication can be successful in conveying an intended
meaning only when senders perceptual field. his experience in the world is
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congruent with the receivers perceptual field. According to Czinkota and
Ronkainen, the effective communication requires three main elements; the
sender, the message and the receiver. Which is connected by a message
channel. The sender must have a clear perception about the message
which the sender is going to send. In order to the receiver understand
the message clearly.
The Department of Trade and Industry defined As a business of
conceptualizing, presenting or making available to the public, through any
form of mass media, fact, data or information about the attributes,
features, quality or availability of consumer products, services or credit.
It is hard to promote the products especially if the producing
company has a lot of competitors. The researcher of the company must
think a newly advertisement or way of advertising the products which the
consumers will easily persuade. Therefor it will result to the company to
have a big increase to their sales.
Television is one way of how a companys introduce or promote to
mass media. The vast majority of television advertisements today consists
of a brief advertising spots, ranging in length from a few seconds to
several minutes. Too much time allocated to advertising products it leads
to a boring advertisement to the consumers. advertisements have been
use to promote a wide variety of goods, services and ideas since the
dawn of television.
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Companies allocate a large amount of many in their marketing
research in order to have a big amount of profit. In other side many
company suffering from losses because of hiring a well-known actor and
actresses like Coco Martin, Piolo Pascual, Boy Abunda, Vic Sotto, Kris
Aquino etc. who are promoting the product of a company. But is this
enough to the company to get their target. Company uses them in
advertising their product but sometimes they are suffering from losses
because of high talent fees of them. The other company hired a beautiful
and handsome models in order to promote their products but they are notthink that models are not familiar to the consumers thats why many
consumer did not patronize their product it leads to the company big
amount of expense. If the case like this will happens the company must
aware and ready to put a solution to this problem.
Article 13, section 11 of the 1987 Philippine Constitution states that;
The state shall adopt an integrated and comprehensive approach to
health development which shall endeavour to make essential goods health
and other social services available to all the people at affordable cost.
There shall be priory for the needs of the under-privileged, sick, elderly,
disabled, women and children, the state shall endeavour to provide free
medical care to paupers.
Article 20, chapter 2 of the Republic Act No. 7394 or the
consumers Act of the Philippines provides that; The state shall ensure
safe and good quality of foods, drugs, cosmetics and devices, and
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regulate their production, sale distribution and advertisement to protect the
health of the consumers.
The companies whose developing new products must know the
needs and wants of the consumers. they must be research especially to a
particular areas what is the basic needs of them in their daily life.
Companies can improve their products to have an increase in sales to
gain profit. Also the company should aware to their business if they are
destroying the environment that causes consumers diseases. They can
build a corporate social responsibility it helps to them become
environmental friendly because consumers look to those businesses who
are environmental friendly and they patronize the product of that company.
Producing products are easy to do if you have a sufficient cash to
make new products. speaking of product the company should check their
product if it gives a good effect to the consumers. also they produce a
good quality of products which are passed and tested by Bureau of Food
and Drugs (BFAD). To ensure if the quality of their product is necessary to
sell to the market. Also to ensure the health and safety of the consumers.
it is said that buying something that want will make you satisfied, but not
all products are safe in peoples heal th.
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Research Paradigm
This study made use of the following research paradigm:
Figure 1.1
Profile of the consumer respondents for:1. Age2. Gender 3. Civil Status4. Monthly Family
Income CombinedEffects on the consumersRequirements of theconsumers to the product
INPUT
Analysis of the impact or influence of televisionadvertising and of the resulton sales and expenses.
PROCES
More effective advertisement for better impact on sales and lesson expenses . OUTPUT
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2. How does the television advertising affects the consumer to patronize
the product?
3. What are the requirements that consumers are seeking in a product?
4. What are the responses of the consumers after buying the product?
5. How does the product affect the lifestyle of the consumers?
Hypothesis
The researchers foresee that the television advertising medium may
generate more earning in sales than expenses. Also, consumers areseeking for something that will satisfy their necessities. It will be a big
help for a company to have a more earnings than other companies.
On the other hand, more expenses may arise in using television
advertising medium. Getting well known artist will generate more expenses
for the company. It will reduce company earnings until it become
deficiency.
Scope and Delimitations
This part presents the scope and delimitations of the study entitled,
Television Advertising Medium: Impact on Sales and Expenses .
The scope of this study covers the residents of Republic of the
Philippines specifically in Taguig City who are buying products in stores
for family consumption. This study concentrates solely on the participation
of the consumers on products of companies that are introduced using
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television advertising. This writing is extent within the sales and expenses
of different products of companies.
The limitation of this study is the aspect that the validity of this
study was that the respondents may not have honestly revealed some
desired information for fear of changing products continuously. The
consumers may have responded to the questions promptly, that they did
not fully comprehend the questions being asked and not understanding its
implications. Likewise, the researchers may not have publicized the precise
evidence due to the factor that they may not achieve the hopes, dutiesand problems with regards to the information they have met. We limit our
study in three barangays of Taguig City which are Barangay Tuktukan,
Barangay Bambang and Barangay Wawa. Also we limit the age of
respondence aging from 15 years old up to 40 years old.
Nevertheless, record-checking and observation helped ascertain the
validity and accuracy of their responses, and thus reducing the possibility.
The findings of this study may not be true to other companies and
the results may only be true for the year 2012.
Significance of the Study
This part presents the significance of the study conducted this year,
2012. Specifically, this study aims to benefit:
1. Patrons to enlighten their minds in choosing more precise products.
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2. Companies - in deciding how to gain more income than the previous
years and to lessen the expenses in generating advertisement in bringing
the products to mass media.
3. Lawmakers to improve laws regarding the nourishment of the foods
and advertisement policies.
4. Future Researchers to provide some useful information that they can
use in conducting further studies to attain a much satisfying result.
5. Government - to be more particular in checking the content of the
products that are harmful to the health of the consumers.
6. Community to be more specific in choosing what merchandise to
patronize.
7. CEO (Chief Executive Officer) to be more accurate in responsibilities
as a communicator, decision maker, leader, manager and executor.
8. Marketing Manager to create more precise plans, create and
implement a marketing plan for each event that encompasses outreach via
online, print, email, and individuals.
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9. Product designer to design more eye-catching packaging of the
products to attract customers.
Definition of Terms
This part presents the technical terms directly or indirectly used in
this study. These words are defined both contextually and operationally.
1. Needs something that is necessary for organisms to live a healthy
life.
Source: (http://en.wikipedia.org/wiki/Need)
2. Wants is something you would like to have. It is not absolutely necessary,
but it would be a good thing to have.
(http://en.wikipedia.org/wiki/want)
3. Mass Communication refers to the process of transferring or
transmitting a message to a large group of people typically, this
requires the use of some form of media such as newspapers, television,
or the Internet.
Source: (http://www.wisegeek.com/what-is-mass-communications.htm)
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4. Marketing Strategies is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to increase sales
and achieve a sustainable competitive advantage.
Source: (http://en.wikipedia.org/wiki/Marketing_strategy)
5. Advertising is a form of communication used to encourage or
persuade an audience (viewers, readers or listeners; sometimes a specific
group of people ) to continue or take some new action.
Source: (http://en.wikipedia.org/wiki/Advertising)
6. DTI (Department of Trade and Industry) an executive department of the
Philippine Government tasked to expand Philippine trade, industries and
investments as the means to generate jobs and raise income for Filipinos.
Source: (http://www.dti.gov.ph)
7. Philippine Constitution is a record of law concerning every rights and
privileges of territory, departments, economy and citizen living in the
Philipines.
Source: (http://www.chanrobles.com/philsupremelaw1.htm)
8. Residents a person who maintains residency in a given place; who
has tax residence in a jurisdiction.
Source: (http://www.thefreedictionary.com/resident)
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9. Posters any piece of printed paper designed to be attached to wall
or vertical surface.
Source: (http://en.wikipedia.org/wiki/Poster)
10. Products is a thing produced by labor or effort or the result of an
act or a process.
Source: (http://en.wikipedia.org/wiki/Product_(business))
11. Sales act of selling a product or services in return of money or
other compensation.
Source: (http://en.wikipedia.org/wiki/Sales)
12. Expenses - an outflow of money to another person or group to pay
for an item or service, or for a category of costs.
Source: (http://en.wikipedia.org/wiki/Expense)
13. Income - consumption and savings opportunity gained by an entity
within a specified timeframe that is generally expressed in monetary terms.
Source: (http://en.wikipedia.org/wiki/Income)
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14. Radio - is the transmission of signals through free space by
electromagnetic waves with frequencies significantly below visible light, in
the radio frequency range, from about 3 kHz to 300 GHz.
Source: (http://en.wikipedia.org/wiki/radio)
15. Newspaper - is a scheduled publication containing news of current
events, informative articles, diverse features, editorials, and advertising.
Source: (http://en.wikipedia.org/wiki/newspaper)
16. Internet - is a short form of the technical term internetwork; the result
of interconnecting computer networks with special gateways or routers.
Source: (http://en.wikipedia.org/wiki/Internet)
17. Flyers - is a form of paper advertisement intended for wide
distribution and typically posted or distributed in a public place.
http://en.wikipedia.org/wiki/Flyer_(pamphlet)
18. Televisions - certainly one of the most influential forces of our time.
Source: (http://www.howstuffworks.com/tv.htm)
http://en.wikipedia.org/wiki/Flyer_(pamphlet)http://www.howstuffworks.com/tv.htmhttp://www.howstuffworks.com/tv.htmhttp://en.wikipedia.org/wiki/Flyer_(pamphlet) -
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Chapter 2
Literature Review
Marketing communication is a process sharing perception. Marketing
communication can be successful in conveying an intended meaning only
when the senders perceptual field his experience in the world is
congruent with the receivers perceptual field. The message falling outside
the receivers perceptual field, therefore, cannot transmit the senders
meaning, although it may well transmit a meaning not intended by thesender. Root (1994) claims the communication between persons that
belong to different cultures is distorted by perceptual and
encoding/decoding gaps that derive from the cultural distance between
sender and receiver. Furthermore, because of the unconscious nature of
much of culture, communication distortion is intensified by the fact that the
existence of such gaps is not recognized. (Root, 1994)
Czinkota and Ronkainen (2004) showed in the marketing
communications model presented in Figure 2.1, that effective communication
requires three main elements the sender, the message and the receiver
that is connected by a message channel. The emphasis for the thesis
will be in the message element of the marketing communication process.
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Sender Message Message Receiver
(Encodes Message) Channel (Decodes Message)
Figure 2.1: Marketing Communication Process
Source: Adapted from Czinkota and Ronkainen (2004), p.306
Root (1994) mention that communication between persons belonging
to the same culture benefits from a high degree of congruence in their
perceptual fields and commonality in their message codes. Sometimes one
or both sender and receiver believe that they have understood the
message correctly even though they have not. The feedback process,
therefore, is also subject to cultural distortion. (Root,1994)
2.1 Elements in Television Advertising
Melewar and Vemmervik (2004) found in their research that the visual and
verbal elements of advertising are particularly sensitive to/and are more
dependent on cultural differences. They continue with saying that the use
of local language, models and scenery increases the probability for the
Noise
Communication
OutcomeFeedback
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advertisement to be effective. Laroche and Teng (2006) added another
element appeal, which will add another dimension to our research and
provide a more comprehensive and clear picture of research area.
Appeals
Advertising appeals are defined as message designed to motivate
customers to make a purchase. (Mueller, 1992) According to Laroche and
Teng (2006) the most basic elements associated with advertising are the
choice of appeal. Kelley and Turley (1997) state that advertising appeals
are commonly categorize into two broad types, rational and emotional
appeal. Laroche and Teng (2006) further argue that when cultural values
and norms are embedded in advertising appeals it have been to enhance
the effectiveness of persuasive communication. Therefore, we add a
cultural appeal.
Rational advertising stems from the traditional information processing
models of decision making where the consumer is believed to make
logical and rational decisions. Such appeals relate to audiences self -
interest by showing product benefits. Examples are messages showing a
products quality, economy, value or performance. (Albert -Miller & Sttaford,
1999).
Albert-Miller & Sttaford, (1999) found that, overall, thinking advertisements
provided more information than emotional advertisement, and were
subsequently better liked and resulted in higher purchase intentions.
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Albert-Miller & Sttaford, (1999) suggested that rational, informative
advertising appeals may help reduce some of the uncertainty often
associated with the purchase of services.
In contrast, emotional appeals are grounded in the emotional, experiential
side consumption. They seek to make the consumer feel good about the
product, by creating a likeable or friendly brand; they rely on feelings for
effectiveness. According to Albert-Miller & Sttaford s , (1999) emotional
appeals attempt to stir up negative or positive emotions that can motivate
purchase. These include fear, guilt and shame appeals that get people to
do things they should or stop doing things they should not
communicators also use positive emotional appeals such as love, humour,
pride and joy. . (Albert-Miller & Sttaford, 1999).
Emotional appeals are the those effective conveying a personality to
consumers (Kelley and Turley, 1997). The traditional view in advertising
has been that the effectiveness of a particular message appeal is
contingent on the type of product being advertise. Albers-Miller and
Stafford, (1999) also suggest that appeals generating an emotional
response result in more positive reactions and higher level of recall.
In a recent study by Laroche and Teng (2006) they have pointed out
that when customers experience advertisements with distinct culture-laden
appeals in combination with arguments, the arguments and appeals cause
contrast effects on the consumers perception and purchase behaviour. To
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enhance the effectiveness of persuasive communication. Laroche and Teng
(2006) suggested that cultural values and norms should be embedded in
advertising appeals.
Among different cultures there are different appeals that influence
customers in the best way. When the appeals do not match the traditions
of the people they find differences between themselves and the
characteristics of the advertisement. Resulting in that the advertisement will
not achieve that desire objective (Laroche and Teng, 2006).
It is also said that there are differences in appeals between the East and
West that go back to ancient times. A part of this is because of that the
Greek philosophers have influenced the western culture, which has led to
the emphasis on verbal communication. There is no traditional like that in
the oriental philosophy that has led to that they rely more on nonverbal
communication. (Mueller, 1992)
A paper by Anderson, Hedelin and Nilsson (2004) mentions the
phenomenon about marketing campaigns using violent and shocking
appeal. The advertisements that they had reviewed created many different
reactions and associations among respondents, both male and female
respondents reacted negatively on the usage of sex and violence. They
did not interpret the message in the same way as it was intended.
However, they also reach the conclusion that males and females do not
have the same reactions, sometimes the females could identify themselves
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with the ads since there where children in display. (Andersson et al.,
2004).
Verbal Elements
Nelson and Paek (2007) argue for the importance of language with
saying that language is much more important than many international
advertisers realize. The used of English language can convey values or it
can confuse meaning, for example, when colloquial expressions are
employed (ibid).
McIntyre and Steveson (1995) argue that numerical and economic
importance of minorities continues to increase. This brought the discussion
to the fact that specific vernacular or dialects are underrepresented in
advertising relative to their frequency of use in the general population.
Stewart (1994) argues that this applies to national languages also,
because it is certainly the case when offer information in the local
language it will increase the effectiveness of communication. Stewart
(1994) concludes his discussion with saying that language and dialects is
potentially important component of advertising that uses dramatic approach.
One thing to be careful about is the usage of the vernaculars and
dialects that is often associated with stereotypes that may not be positive.
(Stewart, 1994).
Duncan and Ramaprasads (1995) survey show that the use of
standardized language is not common. Their survey results show that
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only 11 percent of the brands use standardized language in all countries,
41 percent use it in some countries, and 43 percent do not used
standardized language at all.
When using television in advertising the big difference from radio or
printed advertisements is the many dimension added, this makes
communication more natural and given them values. If television
advertisements are used as a message channel and it is standardized
across countries only with language adaptation, there is a risk that the
value added by extra dimensions will partly lost because of the lack of lip
synchronization. Audio that is not synchronized with video can be
distracting and viewers might fail to identify with the advertisement.
(Furnell, Lines, Mued & Reynolds, 2003)
As an example in a comparison of music styles and lyrics used in
television advertisements, Nelson and Paek (2007) observed that domestic
brands were more likely than multinational brands to use to localized latin
music and lyrics in the Dominican Republic.
Visual Elements
Colour is an essential part of products, logos and advertising, and can be
an effective means of creating and sustaining brand and corporate images
in customers minds. Colours are known t o process emotional and
psychological properties. The meanings associated with different colours
are important to marketers to understand which colours that people refer.
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Consequently, managers must acknowledge that the meanings associated
with some colours may be pan-cultural, regional, or unique to a given
culture. (Hewett, Madden & Roth, 1999)
According to Cho, Kwon, Gentry, Jun and Kropp (1999) themes are
outputs of the creative process; themes are the content of the message,
that is what is communicate? . Cho et al. (1999) also mention that in
respect to international advertising, the buying proposals (what on say )
are much more amenable to international transfer than creative
processes, including themes.
As an example, Kim-Shyan and Waller (2006) identified specific likeable
themes for three Asian cities, Shanghai; a funny/ amusing/ humorous
theme and nice music, Jakarta; having an interesting theme and setting is
important, Bangkok; a theme showing a slice of life is liked in Thailand.
Greenberg and Solomon (1993) claim that advertising is not created in a
casual or random fashion. From the choice of scenery and location to the
tone and nuance of copy, meticulous attention is paid by creditors,
production and set designers, and many others to the execution of
television commercials. These specialists strive to create a compelling
setting, a physical environment that will fulfil an advertisement agencys
vision of how best to reinforce the focal products intended brand
personality. The importance of physical and sensor y cues that place a
product in some real or imaginary setting, also known as stylistics context
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( a global cosmetics brand) believes that a single model can project a
universal image of beauty. Some research has also explored the use of
spokespersons in local and trans-national media. As a whole, these
studies reveal that global approaches featured standard, often western,
models. For example, a content analysis in Singapore and Taiwanese
womens media revealed that the race of the models used in each
culture did not reflect the racia l mix of that countrys population. (Nelson &
Paek, 2007) In some countries it is more frequent with spokesperson,
usually famous people that give their testimony about the product in theadvertisement. There is a difference between countries and culture to what
extent this is used. (Jacobs, Keown & Synodinos, (1989)
Media, whether it is print, television or even the Internet, is flooded with
advertisements for products and services endorsed by models that are
highly attractive. Marketers targeting their products towards women often
use highly attractive sources in their advertisement in an effort to increase
the advertisements effectiveness. (Ganesh, Harris, & Whang, 2006)
However, researchers have been divided in their support for the
effectiveness, Ganesh et al. have documented some negative effects, and
these studies suggest that such negative effects are due to the fact
that people compare themselves with this beautiful models, which lead to
feelings of inadequacy and/or jealousy.
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2.2 Influencing Factors
This section will discuss the many factors that influence the decision to
standardize or adapt the other researchers found. They will be stated and
continuously explained throughout in this chapter.
The feasibility and appropriateness of universal, modified, or completely
different campaigns depend on many factors , and there are many
influencing factors, the final decision regarding standardization/adaptation of
televising is always the clients. (Darmon et al., 1999)
Cost
According to Darmon et al, (1999) considerable cost savings create
pressure in favour of standardization. Duncan and Ramaprasad (1995) also
mentioned the convenience and the opportunity to save money with a
standardized advertising strategy across countries. Chandra et al. (2003)
theorize that standardization enables firms to lower costs throught
economic scale, which thus increase a firms margins and enables it to
gain greater global coordination.
In contrast to the earlier statement, Duncan and Ramaprasad (1995) were
surprised when their survey rated saving money as one of the least
important reasons for standardization, even though since there has been
a lot of written about economies of scale being the reason for using
standardized advertising.
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Roth and Samiee (1992) state regarding to cost that pursuing of global
standardization is generally considered to be appropriate only to the extent
to which it has a positive influence on cost or as they call it, financial
performance. Further on in their article they claim that the primary
element that encourages standardization of marketing across markets is
the associated cost savings. These savings include economies of scale in
research and development, production of television advertising and
marketing strategy development. (Roth and Samiee, 1992)
The role of headquarters and subsidiaries sale level
The decision to group together sales and role (level of autonomy, power)
of headquarters and a subsidiary to one factor are because of the
correlation between high sales and subsidiary power. Duncan and
Ramaprasad (1995) research found that both the strategy and execution
were more likely to be changed in the more affluent markets and in
markets where subsidiaries had higher sales. They believed that the stiffer
competition and higher sales gave subsidiaries more leverage to
localized the message. Whether local officers of multinational companies
can make important decisions, may depend on their degree of
independence. (Duncan and Ramaprasad, 1995)
Darmon et al, (1999) argue about excessive local autonomy that could
lead to rejection of a standardized advertising campaign, even if it is
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excellent. To resolve this dilemma they advocated involving subsidiaries in
the development of strategy and international advertising.
Macro factors
Chandra et al. (2002) defined the term to refer to consistency in legal,
political, economy, regulatory, and marketing infrastructures. Those factor
vary markedly from country to country and they influence the decision
significantly. Jobber (2007) mentions one example of imported regulatory
issue to that is crucial information for marketers in South-Korea; they only
permit to have Korean models and actors in advertisement, such as
commercials and print ads.
The difference in economic development is expected to affect promotion
adaptation. Countries that are economically alike have similarities and
commonalities in lifestyle patterns. (Bradley & Sousa, 2005) it must be
said that neither the convergence of social, economic, nor marketing
trends of different countries nor the increase in travel and labour mobility
across different cultures directly imply a more standardized form of
advertising communication. (Darmon et al., 1999)
Mueller (1992) brought interesting facts to our attentions through her
research. She found that three quarters of the advertisement in Japan
contains at least one non translated English word. Further on she
wonders about the effectiveness of using English, considering that 98
percent of the population only speak in Japan.
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Single brand image
A single brand image is according to Duncan and Ramaprasad (1995)
survey the most important reason for standardization. Vrontis (2003) also
mention in his research that in support of single image, standardization
should be used to promote a global corporate image. Backhaus, Muhlfeld
and Van Doorn (2001) explains the advantage with the standardization of
the brand image to be even more important now, due to increasing
geographic customer mobility (e.g. because of tourism) and media spill
over. (e.g. global broadcasting). This results in the broadening of the
perception sphere (ibid). Cultural, economic, social and other differences
make it difficult for companies to define or identify a single brand image
that has a global appeal (Hewett, Madden & Roth, 1999) . Hewwetts et
al., (1999) findings show that firms are just as likely to use different
image strategies across markets as they are to keep the image strategy
the same.
Product category
A standardized advertising strategy should be more easily produced for
products in which individuals share common consumer behaviours than for
the product used in culturally specific ways. For instance, consumers high-
tech goods (computer, mobile phones) may be somewhat similar across
cultures whereas food is generally considered to be consumed in
traditional and idiosyncratic ways. Beauty-related product advertisements
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preference structure and thus react similarly to marketing stimuli. Vrontis
(2003) see a need for advertising adaptation to fit the unique dimensions
of each local markets.
Bradley & Sousa, ( 2005) draw attention to the fact that advertising is
highly bounded by culture and those foreign costumer are likely to be less
responsive to promotion that fails to precisely match their cultural
preferences. They conclude with the saying that because of the fact,
understanding cultural differences is therefore often considered a
prerequisite for successful advertising in foreign markets.
Laroche and Tengs (2006) research has indicated that when the cultural
values that match peoples traditions are embedded in advertisement,
consumers are able to find commonalities between themselves and the
characteristics of the advertisement. Conversely, when the cultural values
of an advertisement do not match peo ples traditions, they find
differences between themselves and the characteristics of advertisement.
The authors continue when explaining their results by saying that a vital
component of international advertising is to properly matching advertising to
the distinctive cultural values of the target consumers. if the marketers do
not take the cultural and other differences in consideration and standardize
an advertising campaign one way everywhere, they risk scaring off
consumers, alienating employees, and blinding a company to its costumers
needs. (Vrontis, 2003) Communication from one culture to another is
difficult because of cultural factors that considerably affect the way
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phenomena are perceived. When the perceptual basis of reference is
different, the perception of the message will change. (Darmon et al.,
1999)
Exploiting a successful idea
Duncan and Ramaprasads (1995) explained the exploiting a successful
idea that might have taken many years to develop, when finally it is
starting produce results, clients are anxious to leverage this idea and their
investment by introducing it to other countries. Several of their
respondents also explained that really big ideas are easiest to
standardize, one respondent also explained that when a campaign
strategy has been in use for more than twenty-five years in one single
country ( which has seen changes in culture during this time), it has
proven it can work in more than other one culture.
NIH Not invented here
It is a factor and a barrier to standardization. Despite the considerable
use of standardization, if the agencies are on the receiving end of
standardization campaigns, only 12% feel comfortable using such
advertising, a finding that documents the resistance at the local level to
using creative material not invented here . The not invented here
attitude may be a serious problem for extending campaigns beyond their
original national borders. Duncan and Ramaprasad (1995) cocludes this
barriers by saying that a challenge for clients may be balancing the
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time and cost of having each local market develop a great campaign
compared with using a standardized c ampaign that may be good but not
great . Duncan and Ramaprasads (1995)
2.3 Conceptual Framework
According to Miles and Huberman (1994) the conceptual framework is
described as something that explains, either graphically or in narrative
form, where the focus of the study will lay. Namely factors, constructs or
variables and the relationship between them. They also argue that is it
easier to develop a conceptual framework if the research questions have
been stated already; this has also been done in our study. To be able to
answer the research questions stated in chapter 1, we have to explain
what we will collect our data on.
2.4 Conceptualization - Elements of Television Advertising
There are many different elements in an advertisement, Laroche and
Teng (2006) researched the different appeal elements of advertising,
and Melewar and Vemmervik (2004) have divided the elements into
visual and verbal elements. The following theories will be used in
our data collection and in a later chapter compared with our data:
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Appeals
Rational
Examples of rational advertisement is when the
message show a products quality, economy, value or
performance (Albert-Miller & Sttaford, 1999)
Informative (rational) advertising appeals may help
reduce some of the uncertainty (Albert-Miller & Sttaford,
1999)
Emotional
Consumers feel good about the product (Albert-Miller &
Sttaford, 1999)
Rely on feelings for effectiveness (Albert-Miller &
Sttaford, 1999)
Effective in conveying a personality to consumers (Kelley
and Turley (1997)
Generates an emotional response result in more
positive reactions. (Albert-Miller & Sttaford, 1999)
Culture
Laroche and Teng (2006) argue that culture appeal
increase the effectiveness of persuasive communicationOpposite if not matching culture appeal (Laroche and
Teng, 2006)
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Speech Element
National Language
Use of local language increases the effectiveness of
thee communication (Stewart, 1994)
Sound
Audio that is not synchronized with video can be
distracting. (Furnell et al,. 2003)
2.5 Conceptualization - Influencing factors
As mentioned earlier there are many influencing factors to the decision of
standardization or adaptation in television advertising. We have found
relevant theories regarding influencing factors; these relevant theories
regarding will be looked at and compared with the collected data:
Cost
According to Darmon et al. (1999) considerable cost
savings create pressure in favour of standardization,
and their survey rated saving money as one of the
least important reasons for standardization.
Demographic, psychographic and cultural characteristics
Chandra et al,. (2003) argues that the feasibility of
advertising standardization relies on the existence of
homogenous market segments across countries.
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Consumer share common behavioural response patterns
and preference structure and thus react similarly to
marketing stimuli. (Chandra et al,. (2003)
Cultural values should be embedded in advertisement to
increase the ability for consumers to identify to it.
appeal (Laroche and Teng, 2006)
Macro factors
Legal, political, economic, regulatory, and marketinginfractructure factors very markedly from country to
country and they influence the decision significantly.
(Chandra et al,. (2003)
Countries that are economically alike have similarities
and commonalities in lifestyle patterns. (Bradley &
Sousa, 2005)
Increase in travel and labour mobility. (Darmon et al.,
1999)
Single brand image
To promote a global corporate image a single brandimage should be used ( Duncan and
Ramaprasads,1995: Vrontis, 2003)
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Product category
Standardized advertising for products in which
individuals share common consumer behaviours.
(Nelson and Paek, 2007)
Adapted advetising for products used in culturally
specific ways. (Nelson and Paek, 2007)
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Bibliography
Books
1. Estolas, J. & Macaballug, J. (2002), Fundamentals of Research,
Quezon City, Philippines.
2. Sanchez, C. A. (1998), Methods of Techniques of Research,
Philippines.
3. Salvador, S, M. & Fua-Geronimo, E. C. (2009) Principles of
Marketing, Allen Adrian Books Inc., Philippines4. Kenntoft, J. & Negln, J. (2007), Standardization and Adaptation in
Television Advertising, Sweden
Web source
1. http://en.wikipedia.org/wiki/Main_Page
2. http://www.wisegeek.com/what-is-television-advertising.htm
3. http://www.people.hbs.edu/banand/effectiveness
4. http://jatps.hubpages.com/hub/TV-Commercials-In-The-Philippines