10. Cross-cultural advertising in Asia Pacific
Asia may seem foreign to many marketers if they come from the West and do not understand Asian cultures. The differences in culture, consumer preferences and education are huge. The decisions about brand positioning and communication need to be informed ones, based on a thorough knowledge of the market where the campaign is to be run. One basic fundamental is to be aware of any local taboos.
Some of the restrictions that marketers have to work with are tied to local culture. When FedEx shot its ‘Jenny’ television commercial in 2003, the local agency, BBDO Bangkok, was shown the storyboard and asked for feedback. The account director reminded the regional agency team, who ...