Kulturowe aspekty reklamy
Cultural Aspects of Advertising
Przedstawiono zakres pojęcia "kultura". Dokonano przeglądu poszczególnych elementów kultury i ich znaczenia dla działań reklamowych. Podkreślono, że nieuwzględnienie uwarunkowań kulturowych wpływa na skuteczność reklamy i może prowadzić do wysokich strat.
Advertising is one of the marketers use to inform, persuade and remind customers about goods and services. Advertising's primary mission is to reach prospective consumers and influence their awareness, attitudes and buying behaviour. To do this, advertisers use marketing communication process, an extension of the human communication process. To better understand and anticipate how people will decode and respond to marketing communication advertisers are keenly interested in consumer behaviour. The appropriateness of advertising creativity depends on how much marketers learn about people and groups of people from the studies of the market. Consumer behaviour is strongly affected by cultural influences. Culture refers to the way of life of a society and is a very powerful force in shaping people's lives. Consumer behaviour is different in various cultures, and these differences have very important implications for advertisers. Awareness of cultural influences helps marketers create succesful advertising campaigns. Knowledge of the meaning of cultural factors is particularly important when company begins to advertise its products or services abroad. The article discusses how culture influences consumer behaviour and what it means for advertisers. We characterise the elements of culture and their importance for advertising activities. In the article reader can also find implications for advertisers and description of some problems advertising people can have with cultural differences.(original abstract)