More and more, the Japanese are using social media to get informed on a mass of subjects, but also to shop. As they tend to ask for advice from their entourage, these users are thus less impressionable through advertising. As a result, this leads to a behavioural modification. Beforehand, the Japanese preferred to pay more in order to get better quality. With the anonymity offered by the internet however, a bridge between the customs of North-Americans and the Japanese can be seen. In fact, the Japanese have begun to buy cheaper products thanks, among others, to the mass arrival of online shops.Read More
Orchimédia, partner of the third New York/MTL.AD Trade Mission, will represent one of Montreal’s creative agencies in New York from September 29 to October 1.
Through this mission, the Association intends to take advantage of Advertising Week –– the most important advertising and media event in the US––to showcase Montréal as a creative hub.
Participants of this trade mission:
Sid Lee, TVA, BleuBlancRouge, Telus, Orchimédia, Cinco, Brad, Nurun, CloudRaker, Legault Joly Thiffault, Transcontinental, Palm + Havas, Léger Marketing, Deloitte, Rouge media group, La Cavalerie, Beauchemin, DesArts Communication, casale media, Egzakt, Harry&Co, Le Devoir, UQÀM
and in collaboration with:
Cirque du Soleil, Cré de Montréal, Gouvernement du Québec (MAMROT, MDEIE, et DGQNY), Tourisme Montréal, Ville de Montréal, Alliance numérique, Conseil de l’industrie des communications du Québec, Association du marketing relationnel au Québec, Société des designers graphiques du Québec (SDGQ) et Mission Design, Principaux groupes médias du Québec (Astral, Transcontinental) et Octane Management (Grand Prix F1 et NASCAR).Read More
The cultural gap that separates the East and the West is profound. As consumer behaviour is strongly influenced by culture, international advertisers face big challenges when developing their communication strategy. Some researchers have studied the difference between American and Taiwanese consumers towards advertising. For example, as elsewhere in Asia, Taiwanese society has been strongly influenced by Confucianism, it is thus always dominated by men on the whole. This variable has an impact on the way that advertisers can promote their product. For instance, Tao (2003) explains in his thesis how an advertisement that promotes a cosmetic product focusing on the importance of having young-looking skin to please one’s spouse has a lot more chances of success in Taiwan than in North America. Another of his findings is that the Taiwanese tend to boycott a product mentioned during a TV show that they don’t like, or because they don’t like the advertisement. This is why it is important to be particularly prudent when engaging in media planning.
Sources : CHU, K-M et CHANG, H-C (2008). “Cross-cultural Consumer Behavior of General Merchandise for Taiwan, Hong Kong, and Shanghai, Taiwan”, The Business Review, Cambridge , Vol. 11 , No. 1
TAO, S-P (2003). “Life Style and Consumers in Taiwan and the United States; A cross cultural comparison of Activities, Interests and Opinions (AIOs)”, Thesis, University of Minnesota.
According to a study conducted by Ipsos Reid, advertisements in the mother tongue of the target consumer would be more effective at capturing Chinese and South Asian audiences. Moreover, 63% of the Chinese people who participated in the study said they would be more inclined to promote companies that are involved in their local community.
But simply translating an advertisement that is targeted at a different audience is not enough, especially when trying to capture newcomers. A significant portion of them do not identify with the advertisements. The language and presence of actors from various cultural backgrounds is not sufficient to reach the different communities. Publicity needs to be designed or adapted to reflect the reality of your audience.
Prasad Rao, a specialist in ethnic marketing provides a concrete example of the ethnocultural impact on marketing: the concept of a hassle-free mortgage initiated by certain large banks is undoubtedly attractive for the average Canadian, but for South-Asians and the Chinese, for whom haggling to obtain the best price is part of their culture, this practice was not well received.
Source: http://jimmintz.wordpress.com/2008/05/20/marketing-to-canadians-of-south-asian-and-chinese-origin-a-hot-trend/ , http://www.marketingmag.ca/english/news/marketer/article.jsp?content=20070129_68441_68441 and http://www.consumerology.ca/Consumerology_Release_Mar2.pdfRead More