SlideShare a Scribd company logo

Direct versus Indirect Advertising

•
•
Charles Frith
Charles Frith

A strategic recommendation to pilot the advertising plus an analysis of Geert Hofstede's cultural drivers work.

Business
1 of 21
D irect Versus Indirect Persuasion in Advertising A strategic recommendation for the most effective FMCG communication model in Asian developing economies
What is the issue? ,[object Object]
What influences receptivity? ,[object Object]
What does that mean? ,[object Object]
Worth Weighing Up ,[object Object],[object Object],[object Object]
Elaboration ,[object Object],[object Object]
Scientific Recommendation ,[object Object],[object Object]
Caution with Research Interpretations ,[object Object],[object Object],[object Object]
Why does ‘new-news’ work so well in developing economies? ,[object Object]
While N Asia seeks novelty, the kind of news value sought is different across markets Established Brand New Product New Information New Treatment Profile of strong (top performing) ads in each country in relation to Asia average for all ads COMM. STRATEGY News Value Indonesia Korea India Shanghai Malaysia Philippines Thailand Taiwan Japan
Confucian Dynamism ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cultural Models
Big cultural differences on ‘Individualism’ Brazil Russia India China Europe 50% 46% 58% 70% 35% “ It is more important to do your duty than to live for your own gain” Source: TGI database
This is way too broad for 2006 ,[object Object]
Confucian Olympian Task ,[object Object]
Rural Uprising ,[object Object]
What's our point? ,[object Object],[object Object]
One Last thing ,[object Object]
Hofstede’s cultural dimensions Low High Pakistan Individualism US Nordic Masculinity Japan Jamaica Uncertainty Avoidance Greece Nordic Power D i s t a n c e Russia West Africa Long-term Orientation China To determine clusters of countries, we undertook a hierarchical cluster analysis across the five dimensions
The Chinese Sample ,[object Object]
Recommendations ,[object Object],[object Object],[object Object]

Recommended

2150.presentation on advertising
2150.presentation on advertising2150.presentation on advertising
2150.presentation on advertisingnishadani
 
Advertising appeal
Advertising appealAdvertising appeal
Advertising appealBhumika Ratan
 
Presentation on Advertising
Presentation on AdvertisingPresentation on Advertising
Presentation on AdvertisingAkhila Thazhakkal
 
HOW ADVERTISING WORKS
HOW ADVERTISING WORKSHOW ADVERTISING WORKS
HOW ADVERTISING WORKSabhijeet verma
 
How does Advertising Communication Work?
How does Advertising Communication Work?How does Advertising Communication Work?
How does Advertising Communication Work?DAM Interactive
 
Media Mix and Public Relations
Media Mix and Public RelationsMedia Mix and Public Relations
Media Mix and Public RelationsPranav Khullar
 
Psychology in advertising
Psychology in advertisingPsychology in advertising
Psychology in advertisingRafaa Khiari
 
Propaganda presentation
Propaganda presentationPropaganda presentation
Propaganda presentationjanita az
 

Recommended

2150.presentation on advertising
2150.presentation on advertising2150.presentation on advertising
2150.presentation on advertisingnishadani
 
Advertising appeal
Advertising appealAdvertising appeal
Advertising appealBhumika Ratan
 
Presentation on Advertising
Presentation on AdvertisingPresentation on Advertising
Presentation on AdvertisingAkhila Thazhakkal
 
HOW ADVERTISING WORKS
HOW ADVERTISING WORKSHOW ADVERTISING WORKS
HOW ADVERTISING WORKSabhijeet verma
 
How does Advertising Communication Work?
How does Advertising Communication Work?How does Advertising Communication Work?
How does Advertising Communication Work?DAM Interactive
 
Media Mix and Public Relations
Media Mix and Public RelationsMedia Mix and Public Relations
Media Mix and Public RelationsPranav Khullar
 
Psychology in advertising
Psychology in advertisingPsychology in advertising
Psychology in advertisingRafaa Khiari
 
Propaganda presentation
Propaganda presentationPropaganda presentation
Propaganda presentationjanita az
 
Comparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsComparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsKakoli Laha
 
Use of Priming in Marketing
Use of Priming in MarketingUse of Priming in Marketing
Use of Priming in MarketingKakoli Laha
 
Different types of advertising appeals
Different types of advertising appealsDifferent types of advertising appeals
Different types of advertising appealsyogesh malhotra
 
Communication Effects
Communication EffectsCommunication Effects
Communication EffectsSchay Enn
 
Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...Nikita Talukdar
 
Advertising theme
Advertising themeAdvertising theme
Advertising themenazi2020
 
Consumer perception 05
Consumer perception 05Consumer perception 05
Consumer perception 05Ravindra Prakash Shukla
 
A Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on ConsumerismA Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on ConsumerismDipanshu Singhal
 
Exposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorExposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
 
Advertising in Psychology
Advertising in PsychologyAdvertising in Psychology
Advertising in Psychologylucasshanks
 
The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)Veoma Ali
 
Audience
AudienceAudience
AudienceAniqa Gohar
 
Advertising Theories
Advertising TheoriesAdvertising Theories
Advertising Theoriesemmaknowles0203
 
Advertisements and Its Appeal
Advertisements and Its AppealAdvertisements and Its Appeal
Advertisements and Its AppealDharaba Rayjada
 
Role of media in advertising
Role of media in advertisingRole of media in advertising
Role of media in advertisingUniversidad del Valle de México
 
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhYoung marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
 
Psychology of Advertising
Psychology of AdvertisingPsychology of Advertising
Psychology of AdvertisingDominic Portain
 
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...KBucket
 
Advertising theories
Advertising theoriesAdvertising theories
Advertising theorieshaileymburton
 
Advertising communication models
Advertising communication modelsAdvertising communication models
Advertising communication modelsDeepankar Hbk
 
Chapter12-Evolution of Print Media
Chapter12-Evolution of Print MediaChapter12-Evolution of Print Media
Chapter12-Evolution of Print MediaDenish Vaniyawala
 
Chap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast MediaChap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast MediaPhoenix media & event
 

More Related Content

What's hot

Comparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsComparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsKakoli Laha
 
Use of Priming in Marketing
Use of Priming in MarketingUse of Priming in Marketing
Use of Priming in MarketingKakoli Laha
 
Different types of advertising appeals
Different types of advertising appealsDifferent types of advertising appeals
Different types of advertising appealsyogesh malhotra
 
Communication Effects
Communication EffectsCommunication Effects
Communication EffectsSchay Enn
 
Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...Nikita Talukdar
 
Advertising theme
Advertising themeAdvertising theme
Advertising themenazi2020
 
A Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on ConsumerismA Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on ConsumerismDipanshu Singhal
 
Exposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorExposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
 
Advertising in Psychology
Advertising in PsychologyAdvertising in Psychology
Advertising in Psychologylucasshanks
 
The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)Veoma Ali
 
Advertisements and Its Appeal
Advertisements and Its AppealAdvertisements and Its Appeal
Advertisements and Its AppealDharaba Rayjada
 
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhYoung marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
 
Psychology of Advertising
Psychology of AdvertisingPsychology of Advertising
Psychology of AdvertisingDominic Portain
 
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...KBucket
 
Advertising theories
Advertising theoriesAdvertising theories
Advertising theorieshaileymburton
 
Advertising communication models
Advertising communication modelsAdvertising communication models
Advertising communication modelsDeepankar Hbk
 

What's hot (20)

Comparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional AdvertisementsComparative Study of Comedy Advertisements versus Emotional Advertisements
Comparative Study of Comedy Advertisements versus Emotional Advertisements
 
Use of Priming in Marketing
Use of Priming in MarketingUse of Priming in Marketing
Use of Priming in Marketing
 
Different types of advertising appeals
Different types of advertising appealsDifferent types of advertising appeals
Different types of advertising appeals
 
Communication Effects
Communication EffectsCommunication Effects
Communication Effects
 
Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...Designing Persuasive Communication, Message Structure Presentation, Advertise...
Designing Persuasive Communication, Message Structure Presentation, Advertise...
 
Advertising theme
Advertising themeAdvertising theme
Advertising theme
 
Consumer perception 05
Consumer perception 05Consumer perception 05
Consumer perception 05
 
A Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on ConsumerismA Study on Advertisement and Its After Effects on Consumerism
A Study on Advertisement and Its After Effects on Consumerism
 
Exposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer BehaviorExposure, Attention and Interpretation -Consumer Behavior
Exposure, Attention and Interpretation -Consumer Behavior
 
Advertising in Psychology
Advertising in PsychologyAdvertising in Psychology
Advertising in Psychology
 
The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)The Power of Advertising (Radio specific)
The Power of Advertising (Radio specific)
 
Audience
AudienceAudience
Audience
 
Advertising Theories
Advertising TheoriesAdvertising Theories
Advertising Theories
 
Advertisements and Its Appeal
Advertisements and Its AppealAdvertisements and Its Appeal
Advertisements and Its Appeal
 
Role of media in advertising
Role of media in advertisingRole of media in advertising
Role of media in advertising
 
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhYoung marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc Khánh
 
Psychology of Advertising
Psychology of AdvertisingPsychology of Advertising
Psychology of Advertising
 
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
ASY1 Media Studies C1SA Introduction to Advertising and Marketing - Definiti...
 
Advertising theories
Advertising theoriesAdvertising theories
Advertising theories
 
Advertising communication models
Advertising communication modelsAdvertising communication models
Advertising communication models
 

Viewers also liked

Chapter12-Evolution of Print Media
Chapter12-Evolution of Print MediaChapter12-Evolution of Print Media
Chapter12-Evolution of Print MediaDenish Vaniyawala
 
Chap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast MediaChap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast MediaPhoenix media & event
 
Chap 7,evaluating the broadcast media
Chap 7,evaluating the broadcast mediaChap 7,evaluating the broadcast media
Chap 7,evaluating the broadcast mediaRajesh Kumar
 
Economic effects of advertisements
Economic effects of advertisementsEconomic effects of advertisements
Economic effects of advertisementsAmlin David
 
Herramientas web 2
Herramientas web 2Herramientas web 2
Herramientas web 2carolina3012
 
Salekit dự án căn hộ rivapark quận 4
Salekit dự án căn hộ rivapark quận 4Salekit dự án căn hộ rivapark quận 4
Salekit dự án căn hộ rivapark quận 4anphonglandvnn
 
Ancillary task deconstruction 2 digipak
Ancillary task deconstruction 2 digipakAncillary task deconstruction 2 digipak
Ancillary task deconstruction 2 digipakRachMedia
 
Falsafah keperawatan
Falsafah keperawatanFalsafah keperawatan
Falsafah keperawatanmertayasa
 
Classification Mr. Binder
Classification Mr. BinderClassification Mr. Binder
Classification Mr. Binderbinderline
 
La informatica educativa erasmo
La informatica educativa erasmoLa informatica educativa erasmo
La informatica educativa erasmoeeacostad
 
Instalaciones cloroben
Instalaciones clorobenInstalaciones cloroben
Instalaciones clorobenIrving1601
 
Sperry Van Ness #CRE National Sales Meeting 8-4-14
Sperry Van Ness #CRE National Sales Meeting 8-4-14Sperry Van Ness #CRE National Sales Meeting 8-4-14
Sperry Van Ness #CRE National Sales Meeting 8-4-14SVN International Corp.
 

Viewers also liked (20)

Chapter12-Evolution of Print Media
Chapter12-Evolution of Print MediaChapter12-Evolution of Print Media
Chapter12-Evolution of Print Media
 
Chap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast MediaChap11 Evaluation Of Broadcast Media
Chap11 Evaluation Of Broadcast Media
 
Chap12 Evaluation Of Print Media
Chap12 Evaluation Of Print MediaChap12 Evaluation Of Print Media
Chap12 Evaluation Of Print Media
 
Chap 7,evaluating the broadcast media
Chap 7,evaluating the broadcast mediaChap 7,evaluating the broadcast media
Chap 7,evaluating the broadcast media
 
Economic effects of advertisements
Economic effects of advertisementsEconomic effects of advertisements
Economic effects of advertisements
 
Armonia Delle Sfere
Armonia Delle SfereArmonia Delle Sfere
Armonia Delle Sfere
 
Увімкни Україну
Увімкни УкраїнуУвімкни Україну
Увімкни Україну
 
Herramientas web 2
Herramientas web 2Herramientas web 2
Herramientas web 2
 
Salekit dự án căn hộ rivapark quận 4
Salekit dự án căn hộ rivapark quận 4Salekit dự án căn hộ rivapark quận 4
Salekit dự án căn hộ rivapark quận 4
 
Ancillary task deconstruction 2 digipak
Ancillary task deconstruction 2 digipakAncillary task deconstruction 2 digipak
Ancillary task deconstruction 2 digipak
 
Falsafah keperawatan
Falsafah keperawatanFalsafah keperawatan
Falsafah keperawatan
 
Español trabajo
Español trabajoEspañol trabajo
Español trabajo
 
Classification Mr. Binder
Classification Mr. BinderClassification Mr. Binder
Classification Mr. Binder
 
15 16
15 16 15 16
15 16
 
L5
L5L5
L5
 
La informatica educativa erasmo
La informatica educativa erasmoLa informatica educativa erasmo
La informatica educativa erasmo
 
Nifas dalam islam
Nifas dalam islamNifas dalam islam
Nifas dalam islam
 
Instalaciones cloroben
Instalaciones clorobenInstalaciones cloroben
Instalaciones cloroben
 
Medio ambiente (2)
Medio ambiente (2)Medio ambiente (2)
Medio ambiente (2)
 
Sperry Van Ness #CRE National Sales Meeting 8-4-14
Sperry Van Ness #CRE National Sales Meeting 8-4-14Sperry Van Ness #CRE National Sales Meeting 8-4-14
Sperry Van Ness #CRE National Sales Meeting 8-4-14
 

Similar to Direct versus Indirect Advertising

Hofstede Cultural Dimensions
Hofstede Cultural Dimensions Hofstede Cultural Dimensions
Hofstede Cultural Dimensions Sahadeo Chaudhary
 
Culture and Cross Cultural Management.pptx
Culture and Cross Cultural Management.pptxCulture and Cross Cultural Management.pptx
Culture and Cross Cultural Management.pptxPriyaKumari353137
 
Cultural Dimensions Of Natural Culture
Cultural Dimensions Of Natural CultureCultural Dimensions Of Natural Culture
Cultural Dimensions Of Natural CultureSharon Roberts
 
Nz social marketing-workshops
Nz social marketing-workshopsNz social marketing-workshops
Nz social marketing-workshopsHayden Sanders
 
Global Campaign Strategy and Development
Global Campaign Strategy and DevelopmentGlobal Campaign Strategy and Development
Global Campaign Strategy and DevelopmentSimon Hjorth
 
The cross cultural training for the global workforce and
The cross cultural training for the global workforce andThe cross cultural training for the global workforce and
The cross cultural training for the global workforce andsudeeppanicker
 
Global Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and DevelopmentGlobal Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and DevelopmentSimon Hjorth
 
Defining and Harnessing Plurality of Thought for the Digital Age
Defining and Harnessing Plurality of Thought for the Digital AgeDefining and Harnessing Plurality of Thought for the Digital Age
Defining and Harnessing Plurality of Thought for the Digital AgeCognizant
 
Part B-Communication & Negotiation.pptx
Part B-Communication & Negotiation.pptxPart B-Communication & Negotiation.pptx
Part B-Communication & Negotiation.pptxMariaSolkar
 
MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
MSc Corporate Comms 2010 - Introduction to PR - London School of EconomicsMSc Corporate Comms 2010 - Introduction to PR - London School of Economics
MSc Corporate Comms 2010 - Introduction to PR - London School of EconomicsGood Public Relations
 
Digital Immersion: What's Next for Social Media Marketing
Digital Immersion: What's Next for Social Media MarketingDigital Immersion: What's Next for Social Media Marketing
Digital Immersion: What's Next for Social Media MarketingAndy Hunter
 

Similar to Direct versus Indirect Advertising (20)

Hofstede Cultural Dimensions
Hofstede Cultural Dimensions Hofstede Cultural Dimensions
Hofstede Cultural Dimensions
 
Report friday
Report friday Report friday
Report friday
 
Ccdm ppt 2011
Ccdm ppt 2011Ccdm ppt 2011
Ccdm ppt 2011
 
Social environment ii
Social environment iiSocial environment ii
Social environment ii
 
Culture and Cross Cultural Management.pptx
Culture and Cross Cultural Management.pptxCulture and Cross Cultural Management.pptx
Culture and Cross Cultural Management.pptx
 
Cultural Dimensions Of Natural Culture
Cultural Dimensions Of Natural CultureCultural Dimensions Of Natural Culture
Cultural Dimensions Of Natural Culture
 
Nz social marketing-workshops
Nz social marketing-workshopsNz social marketing-workshops
Nz social marketing-workshops
 
Global Campaign Strategy and Development
Global Campaign Strategy and DevelopmentGlobal Campaign Strategy and Development
Global Campaign Strategy and Development
 
Mcm module 4a
Mcm module 4aMcm module 4a
Mcm module 4a
 
The cross cultural training for the global workforce and
The cross cultural training for the global workforce andThe cross cultural training for the global workforce and
The cross cultural training for the global workforce and
 
Question 2 lesson 3
Question 2 lesson 3Question 2 lesson 3
Question 2 lesson 3
 
Global Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and DevelopmentGlobal Marketing Campaign Strategy and Development
Global Marketing Campaign Strategy and Development
 
Defining and Harnessing Plurality of Thought for the Digital Age
Defining and Harnessing Plurality of Thought for the Digital AgeDefining and Harnessing Plurality of Thought for the Digital Age
Defining and Harnessing Plurality of Thought for the Digital Age
 
Xcms bst dms_22868__2
Xcms bst dms_22868__2Xcms bst dms_22868__2
Xcms bst dms_22868__2
 
Turn On Thinking
Turn On ThinkingTurn On Thinking
Turn On Thinking
 
2011 LSE Lecture
2011 LSE Lecture2011 LSE Lecture
2011 LSE Lecture
 
2011 Lecture Introduction to PR
2011 Lecture Introduction to PR 2011 Lecture Introduction to PR
2011 Lecture Introduction to PR
 
Part B-Communication & Negotiation.pptx
Part B-Communication & Negotiation.pptxPart B-Communication & Negotiation.pptx
Part B-Communication & Negotiation.pptx
 
MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
MSc Corporate Comms 2010 - Introduction to PR - London School of EconomicsMSc Corporate Comms 2010 - Introduction to PR - London School of Economics
MSc Corporate Comms 2010 - Introduction to PR - London School of Economics
 
Digital Immersion: What's Next for Social Media Marketing
Digital Immersion: What's Next for Social Media MarketingDigital Immersion: What's Next for Social Media Marketing
Digital Immersion: What's Next for Social Media Marketing
 

Recently uploaded

Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Doge Mining Website
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Kirill Klimov
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCRashishs7044
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCRashishs7044
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyotictsugar
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Pereraictsugar
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesKeppelCorporation
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524najka9823
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 

Recently uploaded (20)

Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024Flow Your Strategy at Flight Levels Day 2024
Flow Your Strategy at Flight Levels Day 2024
 
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Investment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy CheruiyotInvestment in The Coconut Industry by Nancy Cheruiyot
Investment in The Coconut Industry by Nancy Cheruiyot
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith PereraKenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation Slides
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 

Direct versus Indirect Advertising

  • 1. D irect Versus Indirect Persuasion in Advertising A strategic recommendation for the most effective FMCG communication model in Asian developing economies
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. While N Asia seeks novelty, the kind of news value sought is different across markets Established Brand New Product New Information New Treatment Profile of strong (top performing) ads in each country in relation to Asia average for all ads COMM. STRATEGY News Value Indonesia Korea India Shanghai Malaysia Philippines Thailand Taiwan Japan
  • 11.
  • 12.
  • 13. Big cultural differences on ‘Individualism’ Brazil Russia India China Europe 50% 46% 58% 70% 35% “ It is more important to do your duty than to live for your own gain” Source: TGI database
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Hofstede’s cultural dimensions Low High Pakistan Individualism US Nordic Masculinity Japan Jamaica Uncertainty Avoidance Greece Nordic Power D i s t a n c e Russia West Africa Long-term Orientation China To determine clusters of countries, we undertook a hierarchical cluster analysis across the five dimensions
  • 20.
  • 21.