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Were You There? The research behind the innovative and award-winning Smirnoff campaign
Lyn McGregor and Oscar Martinez, ESOMAR, Congress, Atlanta, September 2012
This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.
This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff. The objective was to bring back strong growth in developed markets such as the UK and the US as well as accelerating performance in developing markets such as Brazil by reinforcing the brand's nightlife credentials. The project used an online community and consumer co-creation workshops in the key markets to mirror the reality of the proposed roll-out of the campaign.
How to continue being a culturally relevant brand? Coca-Cola and its 125 reasons to believe
Omar Fuentes and Pablo Kennedy, ESOMAR, Latin America, Mexico City, May 2012
As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today.
As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. Research focused on which global tensions affect local contexts, determining that the most relevant were feelings of uncertainty, personal responsibility for building a personal identity, a blurring of fiction and reality, and tension around time management. The final goal was to create a set of brand communication campaigns that speak to these tensions and has resulted in the "Reasons to Believe" and "Superheroes" campaigns.
Culturally incongruent messages in international advertising
Geng Cui, Xiaoyan Yang, Haizhong Wang and Hongyan Liu, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 355-376
This study investigates the effect of culturally incongruent messages in international advertising on consumer responses.
This study investigates the effect of culturally incongruent messages in international advertising on consumer responses. The results of an experiment suggest that the type of cultural values (terminal vs instrumental) and ethnic background of models (foreign vs local) significantly moderate the effect of message congruency on attitude towards the advertisement, and such effect is mediated by the number of counter-arguments. Thus, culturally incongruent messages can be effective if they avoid conflict on a fundamental value or are positioned as originating from a foreign culture. Moreover, model background moderates the effect of message congruency on brand attitude and buying intention. These findings have meaningful implications for international marketing across societies of different cultural traditions.
Unlocking barriers to high ticket purchase
Sunita Venkataraman and Radhecka Roy, ESOMAR, Asia Pacific, Shanghai, April 2012
This case study of Intel in Indonesia identifies issues for global marketers to consider when addressing emerging markets.
This case study of Intel in Indonesia identifies issues for global marketers to consider when addressing emerging markets. It is particularly relevant for categories where consumers intend to purchase in the future but do not to see the need to act immediately. Intel spotted an opportunity to tap into the positive sentiment of owning a PC, while unlocking inertia and identifying barriers to PC purchase, and converted that sentiment into a tangible urgency for purchase. The case describes how Intel used locally relevant and often traditional themes to create appeal for modern day technology.
Smells like teen spirit: Asian youth in the aftermath of globalization
Madhumita Chakraborty, ESOMAR, Qualitative, Vienna, November 2011
This paper examines youth trends across Asia's burgeoning middle class, specifically focusing on the generation born this millennium who are experiencing growing affluence, smaller family sizes and a proliferation of media.
This paper examines youth trends across Asia's burgeoning middle class, specifically focusing on the generation born this millennium who are experiencing growing affluence, smaller family sizes and a proliferation of media. It explores the implications of these societal changes for marketers by comparing youth values and analysing youth brands across a mix of more developed Asian countries (e.g. Japan, Korea) with those that are undergoing rapid development now (e.g. China, India, Thailand, Indonesia). Its conclusions for global marketers include: tap into universal drivers of human motivation; messaging should include emotional and rational elements (and is more important than creativity, per se); and there's an advantage to size and appearing big.
The Tension between Strategy and Execution: Challenges for International Advertising Research - Globalization is Much More Than Universal Branding
John B. Ford, Barbara Mueller and Charles R. Taylor; Insights from Nigel Hollis, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 27-41
The primary "international advertising" topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized.
The primary "international advertising" topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture’s use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and "best practices" for researchers in overcoming these problems.
Everything’s global, nothing’s really global!: Why Global Brands With Global Values and Global Marketing Development Need Local Consumer Understanding
Federico Capeci, Clara Salmeri, ESOMAR, Qualitative, Barcelona, November 2010
The presentation shares how research can help in the bottom-up marketing process, even in an environment of global brands.
The presentation shares how research can help in the bottom-up marketing process, even in an environment of global brands. A mashing of techniques allows gathering consumer-centric insights. The old rule of "think global and act local" becomes fresher, and the local understanding can drive brand strategy. Using a real case, the presenters illustrate a new approach to local understanding starting from how consumers relate with global brands, interpret and act on brand values.
From Intuitive to Formal Cultural Knowledge: Reading Culture Through Archetypes
Anjali Puri, Poonam Kumar, ESOMAR, Qualitative, Barcelona, November 2010
As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures.
As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. Formalizing implicit, unstructured cultural knowledge is challenging, and what we are sorely missing is a common language and framework that allows us to compare markets on the most important elements that define culture. This presentation reviews efforts to develop a universal, archetype-based framework to understand and compare cultures.
Arbiters of Meaning: The Hidden Role of the Interpreter in International Qualitative Research
Peter Totman , ESOMAR, Qualitative, Barcelona, November 2010
This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process, highlighting important differences in how the role is perceived and explores the implications of this on the research process.
This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process, highlighting important differences in how the role is perceived and explores the implications of this on the research process. It involves a detailed analysis of the distinctions between linguistic, cultural and other forms of interpretation. It concludes with recommendations for how interpreters can be more effectively utilised within the process.
When World Collide: Global brands meet local culture
Nigel Hollis, Jorge Alagón and Gabriel Castellanos, ESOMAR, Latin America, Cartagena, May 2010
This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries.
This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries. The ongoing hypothesis is that while Latin American cultures share common values compared to the rest of the world, they each possess distinct identities that affect the successful transfer of TV advertising from one country to the next.
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