A Comparison of Print Advertisements from the United States and France

Abstract

This study extends the research on cross-cultural advertising by comparing print advertisements from the United States and France in terms of emotional appeals, information content, and use of humor and sex. A content analysis of advertisements from two types of magazines from the United States and France revealed that French advertisements make greater use of emotional appeals, humor, and sex appeals. Advertisements from the United States were found to contain more information cues.     

Why Private Label Grocery Brands Have Not Succeeded in Asia

Abstract

Lower disposable income among Asian grocery shoppers, heavily discounted private label grocery brands, relative to national brands, and a favorable retail distribution structure would seem to predispose the former to success. But this has not been the case. To learn why private label grocery brands have not succeeded in Asia, two identical shopper surveys were conducted in Wichita, Kansas (United States) and Prakanong-Bangna, Bangkok (Thailand) to examine possible factors relating to retail grocery shopping differences. The authors found that poor market knowledge, and the tendency of Thai consumers to infer product quality by using extrinsic cues such as high price were salient. Additionally, Thai choices were influenced more by social factors than Americans, making them less prone to bargain hunting. The paper concludes with the discussion of managerial implications and offers recommendations to retail chain owners operating in the region.     

The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States

ABSTRACT

This study compared responses of advertising agencies located in the Middle East and the United States to an email survey examining their approach in designing advertisements. The survey examined whether the advertising agency incorporated area-specific cultural values and advertising appeals in the execution of their advertisements. Results indicate that indeed advertising agencies do use, or at least report to use, different cultural values and advertising appeals. Advertising agencies in the Middle East tend to focus more on filial obedience, customs and traditions, loyalty to one's group, honor, and patience. In addition, agencies in the Middle East reported that they tended to portray women in a more modest fashion than their counterparts in the United States.     

Juliann Sivulka,Stronger than Dirt: A Cultural History of Advertising: Personal Hygiene in America, 1875–1940, New York: Humanity Books, 2001

Abstract

In Stronger Than Dirt, Juliann Sivulka explores how concepts of personal hygiene underwent a dramatic change in the United States between 1875 and 1940 and how, during this relatively short period, Americans changed from a group of reluctant bathers—who rarely if ever used soap for personal hygiene—to a nation in love with suds and lavishly outfitted bathrooms.     

Impacts of Generic and Brand Advertising in the U.S. Potato Market

Abstract

The impacts of generic and branded advertising in the U.S. fresh potato, retail frozen potato, and potato chip markets are examined under exogenous and endogenous raw potato supply. The Almost Ideal Demand System is used to estimate the demand components. The general equilibrium elasticities derived from the complete model are used in a simulation analysis to assess the cross-commodity effects of incremental increases in advertising expenditures on equilibrium prices, quantities, revenues, and profits in each sector. The endogeneity of grower supply mitigate the impacts of advertising in the raw commodity sector and in the retail sectors.     

Culture,Attitudes, and Media Patterns in China,Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT

A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.     

预处理技术对马铃薯原料及油炸马铃薯脆片品质影响的研究

为改善马铃薯脆片品质,本文分析了漂烫、浸渍、冷冻等预处理技术对马铃薯原料(主要是营养成分维生素C含量)和油炸马铃薯脆片品质的影响。结果表明,马铃薯切片厚度2 mm,采用漂烫(95℃漂烫2 min)、浸渍、冷冻相结合的方式可较好保存维生素C,又可得到感官评定最佳的油炸马铃薯脆片。     

The Main Determinants of Bollywood Movie Box Office Sales

ABSTRACT

The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the U.S. film industry. We employ a two-by-two research design to investigate the main determinants of Indian movie sales overseas using two measures of movie performance for two countries of destination. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution, and consumers during opening week as well as total box office sales both individually and collectively. Results show that the groups of variables affecting Bollywood opening week sales for both countries of destination are identical in sequence and importance (distribution, product, brand, consumer variables). For total box office sales, they are similar, with the exception of the first group. For the United Kingdom, consumer-related variables predominate while distribution-related variables predominate in the United States, followed then for both countries by product- and brand-related variables. Results underscore previous findings for Hollywood movies, indicating that movie success factors are global rather than regional or national.     

Retailer–manufacturer responsibility in the marketing of firearms: exploring the concept of negligent distribution

One of the most divisive, controversial issues confronting Americans today is the regulation of firearms. Statistics pertaining to firearm-related injuries and death in the United States are staggering; approximately 32,000 Americans die annually from gunshot wounds, the vast majority of which can be attributed to handguns. Estimates of the costs of gun-related violence in the United States run as high as $100 billion/year. Not surprisingly, the firearms death rate in the United States is among the highest in the world, and clearly the highest among industrialized nations. To what extent, if any, do manufacturers and retailers share responsibility for harm caused by firearms? Manufacturer/retailer responsibility for firearm-related injuries may be tested under any one or more of a number of legal theories: products liability, public nuisance, and negligence. Of particular interest to marketers and retailers is the assertion that responsibility can be traced to negligent distribution practices. Although negligent distribution has been alleged in a number of key cases, the concept remains ambiguous. What does seem clear is that legal responsibility for injuries and death attributable to handguns has expanded, and negligence in marketing and distribution practices will become a paramount issue shaping the future direction of the firearms industry worldwide.     

Promoting Giving Campaigns in University Websites: A Cross-cultural Comparison between the United States and South Korea

ABSTRACT

This study was designed to compare the ways the websites promote giving campaigns between the United States and South Korea. Furthermore, this study explored how the campaign appeals are associated with the distinct cultural values between universities in the United States and Korea. Guided by a content analysis of 200 universities in the United States and South Korea, the findings of this study demonstrated that, compared to the Korean university websites, U.S. university websites more frequently targeted university-affiliated donors, including alumni, students, parents, and so forth, and used multimedia-based exemplars about the giving campaigns.     

Advertising, 2nd Edition. Runyon,Kenneth E. Columbus,OH: Charles E. Merrill Publishing Co., 1984. 702 pp

Abstract

Despite cultural similarities between the United States and the United Kingdom, there are substantial differences between American and British television advertising. British commercials tend to contain less information, employ a soft sell rather than a hard sell approach, and attempt to entertain the viewer. British viewers' opinions of advertising are also more favorable than those of American viewers. It is important that scholars and practitioners concerned with these two markets and with international advertising generally be aware of these differences and understand why they have evolved. Possible explanations are evaluated and implications of these findings discussed, including areas for future research.     

The Consumers of Vidalia Onions

Abstract

This study presents results of a survey of primary food shoppers who were consumers of sweet onions. The sample was stratified according to Vidalia onion shipments to five delineated regions of the United States, weighted by the U.S. Census. Results suggest that Vidalia onions are the preferred sweet onions, there is little away-from-home Vidalia onion consumption, and quality is of great importance. A low level of recall for Vidalia onion advertising was found. However, among the alternative forms of advertising, TV, newspaper, and in-store promotion were found to be more effective, especially the combination of newspaper inserts and in-store promotion.     

Comparison of fruit and vegetable consumption among Native and non‐Native American populations in rural communities

Fruit and vegetable consumption of Native Americans was compared with that of non‐Native Americans and determinants of fruit and vegetable intake for both populations were found based upon the Theory of Planned Behavior. A one‐time survey was conducted as part of a larger research project funded by the South Dakota Department of Health. The survey was administered in local grocery stores and supermarkets in six South Dakota communities, including two located on Native American reservations. Of the 1000 distributed surveys, 499 were returned with 230 being usable, resulting in a response rate of 49.9%. Wilcoxon signed‐rank test and two regression models were tested using SAS 9.2 software. Dependent variables were fruit and vegetable intake. Attitudes towards health, fruit and vegetable consumption, perceived difficulty, subjective norm and intention were also measured. Community size, family income, employment status and participation in food assistance programmes [Supplemental Nutrition Assistance Program or Women, Infants, and Children (SNAP or WIC)] were socio‐demographic control variables. Overall, Native American participants consumed more fruit and vegetables at home and had a more positive attitude towards healthy diets than non‐Native American participants. SNAP or WIC participation, family health, exercise, intention to live healthier than parents, buying healthy food, and fruit and vegetable consumption when eating out were positively associated with fruit and vegetable consumption among Native Americans, while participation in the SNAP or WIC programme had a negative influence on consumption among non‐Native American participants. Family health, exercise, buying healthy food, fruit and vegetable when eating out, and intention to buy healthy food were positively associated with fruit and vegetable consumption among the non‐Native American population. Theory of Planned Behavior variables (e.g. attitude towards healthy food) significantly contributed to the model explaining fruit and vegetable consumption. The fact that SNAP and WIC participation had an opposite influence on the two populations warrants further research.     

It's Not Black and White: Advertising and Race in Cultural Context

ABSTRACT

Studies in the United States have found that matching an advertising model's race to the target audience is an effective marketing strategy. However, race is a cultural construct and little research has been conducted on race and advertising effectiveness outside of the United States. This study, conducted with female consumers in Brazil, found that advertisements were not more effective when the subject and the model were of the same race. To better understand the psychological processes triggered by race, this study explored two related but distinct conditions of identification: similarity and liking. It found that in conditions of boundary permeability between groups, liking is more important than similarity in determining advertising effectiveness in the target sample. A general model is proposed.     

Slicing,Dicing, Spicing,and Pricing: Factors Influencing Purchase and Consumption of Fresh Potatoes

To better understand potential reasons for a North American decline in fresh potato consumption, a region-wide survey (n = 1009) was undertaken in eastern Canada. Results were examined comparing high- and low-frequency potato users on a variety of factors, including beliefs, attitudes, barriers, needs, and satisfaction with potatoes. Respondents indicated positive perceptions pertaining to potato nutrition, taste, preparation, and overall enjoyment. Multiple logistic regression analysis suggested two variables—age and the perceived importance of potatoes for the everyday meal—were strong predictors of high versus low frequency of potato consumption. Respondents judged the ability to see the potato in the package, potato firmness, and locally produced as point-of-purchase characteristics particularly important when buying fresh potatoes. However, respondents also indicated that their needs were not fully met and expressed relatively low levels of satisfaction when purchasing potatoes. Based on the results, suggestions are provided for improving the marketing of fresh potatoes.     

Restaurant Marketing Strategies in the United States and Canada

ABSTRACT

This study investigates the similarities and differences in the marketing strategies implemented by family restaurants in Canada and the United States to meet the needs of their customers. A census of 101 restaurants in three contiguous regions of Quebec, Ontario and Northern New York was visited. Systematic observations using a detailed grid of variables were compiled for each establishment. More similarities than differences were found, indicating that similar marketing strategies could be used successfully by restaurants in the United States and Canada.     

Consumers' Online Information Search for a New Restaurant for Dining-Out

ABSTRACT

By Nelson (1970)'s categorization, purchasing a service such as dining-out at a new restaurant is ‘experience-oriented’ in its nature, and its quality cannot be easily searched before the actual consumption. However, it has been suggested that the interactive nature of the Internet will improve market efficiency by creating a new channel of communication that allows the provision of information about experience attributes in a readily available format (e.g., other consumers' rating online). The paper empirically investigates this notion by exploring consumers' online information search behavior for a new restaurant for fine dining. The extent of usage of various online information sources and the perceived importance of each source are investigated in the United States and in Taiwan. Results show that information from other consumers is considered more important than information from sellers, but that US consumers favor non-Internet sources of information while Taiwanese consumers favor online sources.     

The effects of social and moral integration on ethical standards: A comparison of American and Ukrainian business students

This paper examines levels of similarity in ethical outlooks in countries where economic and sociocultural values may differ markedly. We compared students from a capitalist country, the United States, with students from Ukraine, a country experiencing dramatic ideological confusion and economic change. We tested the hypothesis that greater social and moral integration, as operationalized by a lack of alienation and by religiousness, will directly affect one's willingness to engage in unethical business practices.The sample was composed of business students in both Ukraine and the United States. The survey instrument consisted of widely used scales for measuring alienation and religiousness. The measure of ethical standards was a vignette-based quasi-projective technique.Results showed that, for the sample as a whole, willingness to engage in unethical business behavior was related to higher levels of alienation and lower levels of religiousness. The Ukrainians were also much more willing to engage in unethical behavior than were the Americans. The explanation for this difference is unclear, however. For the Ukrainians, religiousness and alienation did not explain the patterns in unethical behavior, and relationships were very weak for the Americans. There may be some unmeasured factor, such as economic exigency, that is influencing the results. It simply may be that people choose to behave more ethically when they have the luxury to do so. Dr. Ellen Kennedy and Dr. Leigh Lawton are Professors in the Department of Marketing at the University of St. Thomas. They have published several articles together in the Journal of Business Ethics and in Industrial Marketing Management. Most of their research deals with cross-cultural ethics.     

Benchmarking Tendencies in Managerial Mindsets: Prioritizing Stockholders and Stakeholders in Peru, South Africa, and the United States

Managers in Peru, South Africa, and the United States were classified into four groups along Singhapakdi et al. (J Bus Ethics 15:1131–1140, 1996) Perceived Role of Ethics and Social Responsibility (PRESOR) scale. In Peru and the United States, individuals in the ethics and social responsibility first category reported greater satisfaction with organizational performance than did those in the profits first category. Moral capitalists—individuals who report high emphases on both social responsibility and profits—reported the highest satisfaction with performance in the United States. Managers in the United States are more likely than their counterparts in Peru and South Africa to reject the mutual exclusivity of prioritizing social responsibility and profits simultaneously. Directions for future research are outlined.     

Marketing Accounting Services in the U.S. and Norway

Abstract

This study compares the general perceptions of marketing and the marketing experiences and training by accountants in the United States and Norway. The results of this study indicate there are differences in perceptions of marketing held by accountants in the U.S. and Norway and in their marketing practices. Accountants in the U.S. held stronger opinions on the importance of marketing accounting services, whereas accountants in Norway believed more strongly that reputation for quality work was more important than marketing. Over two-thirds of Norway accountants reported they did not use marketing concepts in their practice while over half of U.S. accountants indicated they did. A majority of Norway accountants indicated they did not need marketing because their clients come to them when they need their services. These findings demonstrate the importance of being cognizant of the differences in marketing professional services as accountants expand their understanding of global business and accounting practices.