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ERIC Number: ED286233
Record Type: Non-Journal
Publication Date: 1987-Apr
Pages: 23
Abstractor: N/A
ISBN: N/A
ISSN: N/A
Mirror Your Audience's Attitude: A Global Profile.
Meussling, Vonne
Recent advertising research has suggested that to gain initial entry into and retain continual success with a targeted audience of consumers, it is wise to mirror the attitudes and desires of those consumers. This has proven effective in the United States, where companies such as Chevrolet, Levi Strauss, and Coca-Cola have successfully catered to Americans' desire for life-enhancing, exciting products. The same principle is being undertaken with sales to foreign countries as well, as advertisers try to anticipate what will make a product or service attractive given the culture's values. Advertisers have discovered that many products have global appeal for similar reasons, but that forcing an American attitude on a European or oriental subsidiary without first understanding where the product fits into the physiological, psychological, and emotional lifestyle of the target culture can damage sales. Arab culture was accommodated, for instance, when Polaroid photography was introduced, allowing men to photograph their wives and daughters without the intervention of a stranger in the processing lab. Additionally, the development of a close-working partnership between the company and the prospective consumer increases the likelihood that the audience will accept the product. While more research is needed in the area of attitude and subsequent purchasing behavior, successful marketing of a product depends largely upon a company's understanding of their audience's cultural values and quality of life expectations. (Four pages of references are included.) (JC)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A