PEPSI

'PEPSI'

PEPSI' - National Culture Impact On The Promotional Or Advertising Strategies

Introduction

One of the most pronounced trends of economic development in the world is the trend of globalization, which leads to an attempt to establish a single, unified system of coordinates in various industries, including advertising. Some manufacturers are usually of American origin, trying to save the budget, hold a single global advertising campaign. The popularity of this approach towards the problem solving is understandable and justified, as it provides a solid competitive position in the global market along with the tighter centralized marketing enforcement advertising idea and unique product offering, coordination in product positioning and transfer of non-verbal information by visual means .

This paper focuses on the Pepsi and how national culture impact on the promotional or advertising strategies used to advertise that product or service in different countries.

Discussion

Cross-cultural communication in advertising contribute to the spread of global values ??of a healthy lifestyle. Furthermore, it has a significant influence on the consumer culture, daily habits and food preferences of the person.

Impact of context (high or low) on advertising;

It is clear that advertising is a persuasive way to communicate the attributes of a product, a desired lifestyle, and the benefits of using one brand over another, and so on. This speech often shapes the lives of people in different societies (McCarthy, Michael, 2002).

However, there are times when advertising is simply a reflection of society itself, and in its role of promoting products and services merely take advantage of the values and ideas that are latent in the environment of people. In either case it is inevitable to claim that advertising has a huge cultural impact. Therefore, it becomes important to consider what culture is in this regard (John, Carl, 2010, p. 89-94).

Marcelino Bisbal poses in "The encounter of culture and communication in cultural consumption" definitions of culture from various perspectives. He speaks of culture as a set of beliefs, organized systems, production processes symbolic features of a society and culture speaks summary as any social practice that sets us apart from each other (Dahl, 2007, p. 61-64). In a word, culture is everything that we do. Our opinions, what we do every day, what we eat, which we identify, what we create and invent, our customs, our values, the way we interact and all our forms of expression. It is all part of the culture, so is ...