perfect chapter 1

7/31/2019 Perfect Chapter 1

1/36

1

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


2/36

2

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.


3/36

3

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


4/36

4

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.


5/36

5

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


6/36


7/36

7

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


8/36

8

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.


9/36

9

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.


10/36

10

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)


11/36

11

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)


12/36

12

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)


13/36

13

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)


14/36

14

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.


15/36

15

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


16/36

16

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.


17/36

17

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


18/36

18

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


19/36

19

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


20/36

20

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.


21/36

21

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


22/36


23/36

23

( 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.


24/36

24

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.


25/36

25

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


26/36

26

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.


27/36

27

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


28/36


29/36

29

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


30/36

30

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


31/36

31

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:


32/36

32

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)


33/36

33

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.


34/36

34

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)


35/36

35

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)


36/36

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

perfect chapter 1

Documents