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Cultures & International Advertising By: Cheryl Juliet Joseph

+Hand Gestures

Egypt: “Hold on”

Italy: “What do

you want?”

©2015 Rick Steves' Europe, Inc.

Coca-Cola TV Commercial in Malaysia (2000)

Qatar: It is a rude

gesture or an insult.

+Culture Differences

n  TV3 Chinese New Year Commercial in Malaysia (2004)

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IMC PLAN Bath & Body Works in Malaysia

+Introduction: Bath & Body Works

Canada (2008)

Founded in New

Albany, Ohio (1990)

(L Brand)

Kuwait (2010)

Malaysia (2014)

+Situation Analysis

Strengths •  Recognizable brand image •  Frequent Promotions •  Strong customer loyalty •  Strong brand equity

•  Strong financial position

Weaknesses •  More expensive than many

other brands of the same product

•  Low market share •  New brand to the market

Opportunities •  Online marketing •  Promotions

•  Product expansion •  E-commerce: Better understand target market

Threats •  Consumer loyalty to other

brands •  Local competitions •  Economic slowdown

+Objectives

Build buzz Increase brand’s

visibility Create

brand image

+Target Public/Audience

•  Ages 18-54 •  In college/Employed •  >$15,000 per year •  Urban areas

+Message Strategy

Liveliness and

Lighthearted -ness

U.S. Seasons (Spring, Summer,

Fall, Winter)

Malaysia Culture/ Festivals/

Celebrations Creative Tactics & Timetable

+Media/Communication Channels

“I think it brings people altogether.” –Michael Meyers

Social Media

•  Women Magazines •  Direct Mail

+Measurement

Sales & Conversions

Digital Analytics

+Creative Material: Leaderboard

+Creative Material: Print Ads

“The closer you get to the culture, the better off you are.” –Bill Brichta

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“You should immerse yourself in that culture, do your research and learn as much as you can about that culture.” - Michelle Tucker