The role of local flavor and its benefits
Advertisers have to realize that different cultures often seek the same value or benefit from the primary function of a product.
Eg: a car to taking you from A to B, a camera to take picture or a wristwatch to tell time.
But what is important is that other features and psychological attributes of the items can have significant differences For instance a camera –
In USA excellent pictures can be taken with easy foolproof operation in Germany and Japan the camera must take excellent pictures but it also must also be ‘state of art’ in design.
In Africa the concept of picture taking must be sold. In all the three excellent pictures are expected (i.e the primary function of a camera is demanded) but the additional utility or satisfaction from a camera differs among cultures.
Thus, many companies follow a strategy of “pattern advertising” a global advertising strategy with standardized basic message allowing some degree of modification to meet local situations.
The popular saying “think globally, act locally”. In this way some economies of standardization can be realized while specific cultural differences are accommodated.
In Japan, the Blue Diamond brand of almonds was an unknown commodity until Blue diamond launched its campaign of exotic new almond – based products that catered to local tastes.
Television ads featured educational messages on how to use almonds in cooking, their nutritional value, and the versatility of almonds as a snack and the California mystique and health benefits of almonds. As a result, Japan is now the Association’s largest importer of almonds.
Levi Strauss & Co. changed from all localized ads to pattern advertising where broad outlines of the campaign are given but the details are not.
Quality and Levi American roots are given worldwide but details are not in each country, different approaches express these two points.
International advertising presents a number of issues that can challenge the best advertising managers.
Advertising managers need to consider several important issues, including egocentrism and nationalism.