Marketing communication: principles and practice

I N T E R C U L T U R A L C O M M U N I C A T I O N
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Relevant motivations in the culture
What needs do buyers/consumers see as fulfilled
by this product? How are these met? Do they
readily recognize these needs?
Characteristic behaviour patterns
How is the family structured? How are roles
determined? Frequency of purchase? Pack sizes
usually purchased? Does the product performance
conflict with usual behaviours?
Broad cultural values relevant to 
Are there relevant strong values around work, 
the product
morality, religion, family relations, etc. Does the
product suggest conflicting values? Can the
product be identified with positive value?
Characteristic forms of decision-
How do people reach decisions? How are 
making
innovations received? What information sources
are important? How are alternatives evaluated?
Appropriate communication methods
What is the role of advertising? What words, ideas,
and images are taboo? Who would be acceptable
as a salesperson? What language problems might
arise in translation? 
Appropriate institutions for the 
What types of outlets are available? What services 
product, in the mind of consumers
are expected and are they available? Should
changes in the distribution structure be made, and
will they be accepted?
Figure 6.3
The analysis of cultural differences and similarities in consumer
behaviour

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to be faced (interested readers are referred to fuller discussions of this issue
elsewhere). The term ‘communication’ refers here to style, format, content,
objectives, etc.
Most brands do not travel well between cultures (you can think of some
exceptions to this). There continues to be a debate about when to standardize
(extend) and when to adapt to local culture.
Cultural and media differences need to be taken into account when
planning a marketing communication programme. Failure in this key
management task will produce unpredictable and possibly damaging results,
and at least will waste scarce budget and resources.
Differences in language, symbolic meaning, and the aesthetics of products
and promotional activities and associated materials can have an immediate
and direct effect on the outcome of any effort to communicate.
Family, work, politics, religion, and communication technologies provide
reference points to people, and differences in them can alter the meaning of
messages.
Values are perhaps the most understood of the factors to consider, with
major insights derived from a large-scale study by Hofstede (1981, 1991).
Although care is needed because the interviews and surveys were conducted
twenty years ago (much has changed), only among IBM employees, and its
generalizations could lead to stereotyping, this study showed that cultures
differ in the degree to which individual versus group interests are emphasized.
Languages differ in context. A high-context use of language provides
information through the speaker’s identity and behaviour, leaving many
things unsaid because they are generally understood (Asia). A low-context
use of language relies much more on the choice of words spoken (Western
Europe) (see Figure 6.4). Power–distance is a measure of the degree of
authority. Authority figures play a leading role in decision-making in some
cultures, whereas information is sought in others for reasoned decisions. High
uncertainty-avoidance cultures rely on formal rules and expert advice. 
Studies of culture and advertising industry conditions in a range of
countries (Zandpour & Harich, 1996) showed that countries differ in their
receptiveness to advertising messages. Some respond to logical, rational,
information-based appeals, whereas others are more receptive to emotional
and dramatic appeals. Advertising in Western cultures emphasizes individual-
ism, comparison and competition, whereas Eastern cultures emphasize
status, emotions, indirect expression, and the avoidance of comparisons.