From ClickZ:
"Global brands struggle to reach unique markets that vary in levels of product awareness, brand maturity, and cultural norms. As a result, how people make decisions tends to differ as well. Take, for example, the pharmaceutical industry. In the United States, people are urged to go to their doctor and ask for the latest and greatest product. It's new - it must be better, these ads infer. Commercials and Web sites even offer tips on how to approach your physician with your request. Newness and innovation are king in this market. Cross the pond to Europe and marketers face two totally different audiences and behaviors. In northern Europe, consumers react positively to messages highlighting the science and testing that go into a new product. A bit further south, messages that demonstrate how a product may make you feel, invoking a much higher level of emotion, resonate with communities with a highly experiential, emotional communication style."
Read the entire article at this link.
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