英国大学论文样本
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
1.0 INTRODUCTION 2
2.0 CONCEPTS 3
2.1 GLOBALIZATION 3
2.2 ADVERTISING 4
2.3 DRIVEN FORCE FOR CROSS-CULTURE ADVERTISING 4
2.4 CONSUMER BEHAVIOR MODULE 4
3.0 DEFINITION OF CROSS-CULTURE ADVERTISING 6
4.0 STRATEGIES FOR CROSS-CULTURE ADVERTISING 7
4.1 EMPHASIZE THE ACCURACY OF TRANSLATION 7
4.2 RESPECT RELIGION BELIEF 8
4.3 OBEY LAWS OF OTHER COUNTRIES 9
4.4 SOCIAL PSYCHOLOGY 10
4.5 COMPREHEND HABITS AND CUSTOMS 11
4.6 CORRESPOND WITH LITERATURE AND ARTS 12
5.0 CONCLUSION 12
REFERENCES 14
英国大学论文Executive Summary
Executive Summary
This report attempts to make a critical analysis on across-culture advertising behavior of different companies from global various areas. It will set several cases on across-culture advertisements influenced 本www.51lunwen.org提供consumers behaviors positively or negatively. This report comprises the introduction of relevant concepts with across cultural advertising, shows the significance of appropriate strategies dealing with advertising execution. Following these, it will give a conclusion based on cases.
Procter & Gamble Co., which belongs to one of Fortune 500 enterprises, produces a comprehensive variety of household products. It is a remarkable example on carrying out appropriate advertising strategy from global markets. P&G Co., locates in Cincinnati, Ohio, is a powerful corporation. Until 2008, it has entered into the first 23rd position in American companies
According to the research, in 2007, it invested most money on propagandistic campaign among American companies. The amount had reached $2.62 billion. As a result of this, it had been assigned to 2008 Advertiser of the Year according to Cannes International Advertising Festival (Gary, D. and John, L., 2006).
P&G Co., since 1988, had entered into global markets with the perspective of manufacturing best products and providing top service. It had to face the hot questions of dealing with the international brands towards localization development (Giddens, A., 1990). To link the product culture to the culture of different consumers is a key point to operate products localization strategy. It captured the consumers’ psychology and made appropriate adjustment aimed to meet the demand of global market.
1.0 Introduction
2.0 Concepts
2.1 Globalization
2.2 Advertising
2.3 Driven Force for Cross-culture Advertising
2.4 Consumer Behavior Module
3.0 Definition of Cross-culture Advertising
4.0 Strategies for Cross-culture Advertising
4.1 Emphasize the accuracy of translation
4.2 Respect religion belief
4.3 Obey Laws of Other Countries
4.4 Social Psychology
4.5 Comprehend Habits and Customs
4.6 Correspond with Literature and Arts
5.0 Conclusion
英国大学论文References
References:
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Burgess, G. 2005. In Praise of Blue M&M's. Retrieved on 14th, June 2005. from:
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Cook, G. 2001. The Discourse of Advertising. London: Routledge Press
David, S. 2006. Consumer Behavior: Buying, Having and Being. New Jersey: MR Solomon
Dyer, D., Frederick, D. and Rowena O. 2004. Rising Tide: Lessons from GAYLORD. Boston: Harvard Business School Press
Fafowara. 1998. Economic www.51lunwen.org Globalization. Retrieved on 25th, Dec. 1998. from:
http://www.gov.za.
Sheila, L. 2004. Globalization www.51lunwen.org and Belonging: The Politics of Identity a Changing World. New York: Rowman&Littlefield.
Gary, D. and John, L. 2006. The Nation State and Globalization. Journal of Commerce. Vol. 12 (5) pp.5-9
Giddens, A.1990. The Consequences of Modernity. Cambridge: Polity Press
Jennifer, W. 2005. Brand Republic. Retrieved on 11th, May. From:
http://www.brandrepublic.com/News/474826/P-G-advertising-beauty-claims-dismissed-non-existent/
Julian, P. 2003. Advertising: Technology, People, Proces
