Advertising Strategy

Topics: Advertising, Morality, False advertising Pages: 23 (8418 words) Published: August 14, 2013
Developing creative advertising strategy for the Japanese marketplace. di Benedetto, C. Anthony; Tamate, Mariko; Chandran, Rajan
Journal of Advertising Research, Vol 32(1), Jan-Feb 1992, 39-48.

Discusses distinctive characteristics of Japanese advertising and offers suggestions for Western companies advertising in Japan. Seven characteristics (T. Kishii, 1988) distinguish Japanese advertising techniques: (1) indirect forms of expression; (2) little relationship between ad content and product; (3) only brief dialog or narration and minimal explanatory content; (4) humor; (5) celebrities appear as acquaintances; (6) priority is placed on company trust rather than product quality; and (7) 15-sec commercials are used. American advertisers in Japan must adapt their communication to suit Japanese sensibilities. Case histories of successful advertising campaigns in Japan by 2 American companies are presented. (PsycINFO Database Record (c) 2012 APA, all rights reserved)

Title:| Standardization versus adaptation of international advertising strategies: Towards a framework| Author(s):| Nikolaos Papavassiliou, (Department of Management Science and Marketing, Athens University of Economics and Business, Athens, Greece), Vlasis Stathakopoulos, (Department of Management Science and Marketing, Athens University of Economics and Business, Athens, Greece)| Citation:| Nikolaos Papavassiliou, Vlasis Stathakopoulos, (1997) "Standardization versus adaptation of international advertising strategies: Towards a framework", European Journal of Marketing, Vol. 31 Iss: 7, pp.504 - 527| Keywords:| Advertising, International marketing, Standardization| Article type:| Conceptual Paper|

DOI:| 10.1108/03090569710176646 (Permanent URL)|
Publisher:| MCB UP Ltd|
Abstract:| In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.|

( August 13, 2012 -- Advertising has a prominent role to play in modern society. Advertising cannot ignore the ethical concerns in the element of business. Government’s job to judge what is right and what is wrong in advertising methods or advertising techniques but the industry has rarely cared to look beyond the marketing objectives harming their balance sheets.

Advertising is a form of communication used to help sell products and services. It communicates a message including the name of the product or service that could potentially benefit the customer.

Reasonable basis for advertising claims

You must be able to substantiate factual claims with proof before they are disseminated. You you need to substantiate the claims in your advertisements by utilizing expert testimony, extrinsic evidence, tests, studies, etc.. If your product is regulated by the Food and Drug Administration (FDA), you should also familiarize yourself with that agency’s rules and regulations regarding advertising strategies. You should be aware of what your ad may imply and review it with a lawyer in expertise area. Remove discrimination barriers

Advertisements should not mislead their recipients

Nature, composition, method and date of manufacture, range of use, quantity,...
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