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“It was like dropping an Alka-Seltzer in a glass – you can not see, but somehow do something”
Hans Magnus Enzensberger.

Culture influences what we do. This applies to all areas of human life from personal relationships to business transactions abroad. In the interaction within our native cultures, culture acts as a frame. But in dealing with different cultures this framework no longer applies because of cultural differences with a knife.

Intercultural communication is intended to counter the negative effects of cultural differences can interact with the building common frameworks for people of different cultures within. In business, cross-cultural solutions in areas such as HR, team building, foreign trade, negotiations and website design.

Cross Cultural Communication solutions are essential to effective advertising intercultural. Services and products are generally developed and marketed to a national audience. If a product is sold to an international audience of the national advertising campaign abroad will not be very effective in most cases.

The essence of advertising is to convince people that a product means to them. With the purchase, you receive a number of benefits, lifestyle, status, convenience or financial. However, if an advertising campaign abroad and values ??different ideas, which improves the comfort and status have been taken. These differences are not the original campaign.

It is therefore crucial for the campaign cross-cultural understanding that comes from a particular culture. be examined by focusing on cultural differences in advertising a few examples.

Language in intercultural advertising

It may seem obvious to state that the language is the key to effective cross-cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company names or products and slogans that these issues are not dealt with properly.

The advertising world is full of examples of linguistic errors intercultural sown. Among the strangest was setting up the Ford “Pinto” in Brazil. After seeing the sale did not, she soon realized that this is due to the fact that Brazilians do not drive and means “small male genitals” was shown.

Languages ??are also examined for cultural appropriateness. For example, the slogan of the computer game manufacturer EA Sports busy, “Challenge Everything” raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are satisfied by the values ??of respect and non-confrontation.

It is imperative that the language will be carefully examined in a cross-cultural advertising campaign

Advertising intercultural communication style

Understanding how to communicate with other cultures, the campaign to potential clients so they understand and appreciate the word. For example, communication styles are explicitly or implicitly. An explicit communicator (eg USA) where the listener with no background information or questions on the topic and is therefore relevant. Implicit communicators (eg Japan) are also to inform the public about the subject and minimizes spent on the premise that public understanding is important. An explicit communicator find implicit communication style is vague, whereas an implicit communicator would find an explicit communication style exaggerated.

Colors, numbers and pictures in Cross Cultural Advertising

Even the simplest aspects and most obvious advertising should be taken for microscopic examination intercultural. Colors, numbers, symbols and pictures not translate everything in all cultures.

In some cultures there are lucky colors in China such as red and black as unlucky in Japan. Some colors have specific meaning, green is a particular color in Islam and is considered one of the color of tribal associations in parts of Africa.

Many hotels in the United States or the United Kingdom have no room 13 or 13 floor. Nippon Airways in Japan do not align with the numbers 4 or 9, if present the number of negative connotations abroad, or packaging of products in those numbers when advertising should be avoided.

Images are also culturally sensitive. Although it is common to see pictures of women in bikinis on advertising posters in the streets of London, such images would cause outrage in the Middle East.

Cultural Values ??in Cross Cultural Advertising

When advertising abroad, the cultural values ??that society will be analyzed carefully. Is there a religion that is practiced by the majority of the population? If society collectivist or individualist? Is it family oriented? Is it hierarchical? Is there a dominant political or economic ideology? All this will impact an advertising campaign, if not controlled.

Example, advertising that focuses on success, individual independence and emphasized the word “I” would be negative in countries where teamwork is received as a positive quality. Insubordination or disrespect for authority should always be family oriented or hierarchical societies can be avoided.

Finally, we can see that the principles of advertising run by advertising cultural stabbing. It is – know your market, what is interesting for them and what their goals are. Advertising Cross-cultural is simply about using common sense and analyze how the various elements of a campaign marked by the culture and change it to better speak to the public.

With the economy in its current impasse, people are desperately trying to cling to money they have. They need to spend and reduce what they like in the interest of clinging to what they fear may disappear tomorrow. Companies all released their workers by the dozens. Companies also save on advertising costs. But it would be an advantage not advertise your products, if not more? If you lose advertising revenue does not win, they stop. If people know about your company and all its benefits, if they do not know what you have to offer? What good is a product if it is not known to the masses?

The economy is not the reason to stop advertising for your business. In fact, it is now time to convince others that your products or services are good for them, despite the recession. In your attempt to make money through advertising can not really save you from losing money. How? By failing to promote your business people assume that things are not going well. You will not pay attention to sales or special promotions that you have to do. Many companies are struggling to stay afloat because they have stopped or drastically reduce advertising. For example, long ago a famous beverage was a great success in its day because people knew them. It had catchy jingles in their ads and everybody knew it.

Today the company sells soft drinks, but the average person under 25 years on the issue of drinking, they have never heard of. The reason is because it is not announced. Now you can see, this product was advertised everywhere, on television, billboards and radio spots, to name a few. His popularity continues to increase sales because they do not reduce their advertising. They know that to be consistent and competitive sales, it makes sense economically to promote it. It is therefore advisable to announce a few dollars to sacrifice for a product like the benefit to you in the long term? Absolutely! Do not let the fear of losing a little money to make you afraid not. If you had a thousand and a profit of ten thousand, was not a good investment? All people of good business savvy know that the key to attract and retain customers to attract and keep doing.

If people do not know your products or services or only heard once or twice, they will probably forget the period of a month or two on the road. Businesses are afraid to spend money on advertising because they think they have the here and now and next to the big picture. Create a presence that will be in consumers’ minds to stay for the coming year. Think for a moment, as a company as big as they are today. They announced, and they never stopped. They began to reinvent itself for bigger and better products over the years and no sign of abating, because they know that if they do, they lose money at risk to see. So think about it, do you prefer and get a bit much? Or you can spend nothing and win nothing? The economy is bad, but that does not mean you need for your business experience.

About why it is important to the psychology of the public and the psychological processes of cognition for a successful advertising is to try to understand …

Advertising is a form of praise or a promotion of goods and products since ancient times. In fact, methods of promoting a concept informally since the beginning of Civilizations and former advertising made orally or by relying on the performance of products verbally when merchants sold goods directly to people on the street . But with the advent of paper and writing, advertising took a more official.

Egyptian and Greek papyri advertising and rock painting was also used. Advertising in magazines in English as we know it today comes from the late 17th century and in the newspapers in America began during the first part of the 18th century with the advertising of property. With the growth of mass media and various forms and channels of communication such as radio, television, newspapers, magazines and on the Internet during the 20 th century began to announce an important aspect in the marketing of products. People began to understand the potential of advertising and it was a deal with the creation of the first advertising agencies in the United States opened in 1841.

With the advertising business itself, the method of advertisements has been formalized using more controlled and systematic, and advertising appeared for products such as newspaper advertisements, posters, billboards, such as pamphlets, brochures, magazines, newspapers, advertisements on television and radio and more recently the Internet. Web advertising is now a very powerful way to convey the message to the client. But to really attract customers, advertising consistent with the principles of psychology and sociology of work. For example, a client or a professional advertising is also a sociologist and a psychologist to really have an impact on consumers’ minds.

The principles of advertising are largely based on cognitive psychology and the psychological processes of attention, perception, association and memory, based on the full effect or use of a product or “brand” to make. All advertising is first on the attention they are able to capture the consumer. powerful message, looks great and bright colors are sometimes used on billboards and posters. For advertising, attracting the attention of clothes and attractive models are sometimes used.

Once attention is drawn to the colors and sounds and words, the focus is kept on the interests of the consumers association. ” Subjects or products that you can associate a specific segment of customers with food for babies, mothers and babies are therefore presented with a club would have more relevance and context of advertising to do. Some colors have an associative value and certain brands and companies also use a certain color to promote their products. uses the example easyGroup and Orange Vodafone uses color as a standard for all advertising-red. The company logo or symbol is also a part of developing a brand and helps to clarify the identity of a brand and has a high associative value.

The association must be such that it not only serves to quickly understand the perception of consumers is maintained, but also in their minds a long time. Sun memory or retention is an important aspect of the psychology of advertising as an indication that consumers are easy for a long time by its novelty or the use of words, colors and numbers to choose the most effective.

Developing a “brand” is just as effective as a mark of attention from driving, support the development of the club of countries (for example, we combine Coca-Cola or Pepsi popular with youth, celebration and soft drink for all occasions) and memory or retention of each image associated with a service or product. Sun branding in advertising is important as a brand to give you a name and unique identity of a product. Yes, it’s a Gucci bag or a Sony camera, known for the brand and not the product.

A trademark is described in respect of his name, reputation and quality of advertising these days emphasize the uniqueness of marks. For example, recent indications HSBC airports around the world focus on different perspectives and different tastes and preferences of the population in all cultures. So if your ads such as the two different perspectives to the same thing, you know it is HSBC. Some brands to develop slogans or motto that the brand represents and gives it a distinctive character.

You may wonder why models look lifeless on fashion shows. Parades are usually trying brands of clothing and accessories and, in general, these fashion to accentuate the clothes and arranged models most “white” slant. Although this project without clothes fashion Humor, advertisements in the event of his phrases are very common, as used by the visual, emotions must pass through the screen to the consumer to produce an effect. Put a message through a medium is a challenge and advertisers use emotions to help others, the message that describes the product to keep.

Anyway, is the mantra of creating an impact assessment and sustainable impact on the minds of consumers. The message of the product, the motto of the brand awareness and consumer are the three Ms, which are important in advertising.

It is important to understand that ads are different for different media. Internet ads aimed at graphics and colors, advertisements in newspapers in the room and the object of attention, radio ads should focus on the strength of sounds and words and television commercials would focus more the feelings and the context is used. With the movement, capital letters, contrasting colors, etc. are all important and highlight the product, a form of attention to the product it has.

How does this fit affect the masses, consumers buy the product? Apart from drawing attention to process, preserve produce sounds and words in memory and associative value of products and contribute to advertising, there is another factor, namely the need of consumers. Advertising is not just enough, as a customer-oriented, is largely the product purchase in mind the necessity, quality, features and price of goods.

If a company focuses exclusively on the physical aspects of a product, as they say – an Apple iPhone looks good on the table, it’s probably not the best way to have an impact on the market. The functions are as important as price. So of course, the hype that mass psychology in a way that some people sometimes triggers the queue for newly released products. But the attempt in over mass psychology or some sort of hype and hysteria for a single product press advertising strategy in the short term. The longer term, the establishment of a product must be real quality, usability and price, all companies are focusing on this area.

Competition may have been used extensively in the nature of the advertising business, while the weaknesses of other similar products from other companies subtle, but not always emphasized a positive effect on the mind of the customer. Usually most products advertised as unique and not at all comparable to other products may have a positive and effective way to generate hype and consumer curiosity. The emphasis on the unique and highlighting the diversity and novelty of a product in a way that curiosity is a specific method for the popularity of a product attracts improvement, so this is the reason gives consumers more information and to donate the proceeds to business issues. Although widely used celebrities in advertising, products adopt or promote a brand that the celebrity culture that the young leaves, so that the total value of advertising fame can be a bit overdone. This requires a separate discussion on celebrity culture.

The ultimate goal of all advertisers and sponsors to ensure that sales of products and services and the sale and potential importance to the growing curiosity of consumers is a first step in the short term, the introduction of a new product the market. Safeguard the interests of customers is a different story and requires the brand reputation, product quality, price, and right uniformly high quality of advertising, ultimately, the success of the product.

Facebook is perhaps the fastest on the social networking site more, it has five hundred million accounts and more people joining every day, but you know what makes it really good? Half of them connected on Facebook every day. This shows that the benefits of advertising on Facebook is an ideal system for your system. The aim of this paper is to show you how does advertising on Facebook and get a better return on investment.

Go through the guidelines of Facebook for their advertisers. This is an important step because without them really understand what you need to follow the guidelines of your ad may be in trouble, it is difficult to survive for your campaign. Many people new to advertising on Facebook punished for their campaigns if they do not follow the rules – simple rules that follow. If the network on Facebook is huge, has followed the company has very strict rules and regulations, advertisers must get everything working properly, thought best if they follow correctly.

Offer free gifts for you on the landing page for the traffic you generate publicity contact you want to convert. These days, you’ll see that many ISPs do this as a way to keep their e-mail lists to build. In addition, it is a fantastic opportunity for a particular value for new subscribers are added and show them that you are an expert in your field. This will help you a lot more traffic on the ‘normal’ sales page – your conversion rate will help you a lot. If contact information, it is much easier to keep track and offer more value – all this is to increase your sales. Of course, it is important that you actually do the rest of the game and make sure the gift you real value for the beneficiaries are not half done, half part of the effort to waste.

Facebook gives advertisers detailed statistics, but if you do not know how to read, you can flip a number of things. generated for example, “action” figure you see displayed in the advertisements Facebook Insights dashboard refers to the number of fans of your ad. If you keep your data, you can contact a lasting success in the advertising system. You’ll see what happens to your campaign and how your efforts.

Clearly responding to ads on Facebook in the future, but for best results you will take calculated risks, and you chip your approach.