Culture And Marketing Strategy Research Paper

Length: 3 pages Sources: 3 Subject: Business - Advertising Type: Research Paper Paper: #17427450 Related Topics: Culture, Human Culture, Overcoming Obstacles, Visual Communication
Excerpt from Research Paper :

Culture and Marketing Strategy

About the print ad from

The print ad is about a certain brand of alcoholic drink that is endorsed by a professional athlete. The athlete takes a sip from a glass of whisky and begins walking. This in a way appears to suggest that consumers of this particular brand of whisky can cover long distances after taking this whiskey. Information pertaining to alcoholic content and how the brand is matured are not clearly visible on the ad. The only visible thing is the image of the person who has endorsed the brand making some strides.

Assumptions made by the authors of the ad

The authors of the ad try to make the ad to be more appealing to the motives and desires of the consumers. They give form to people's deep-lying desires. They assume that they will best arrest the consumer's attention by tugging consumer's psychological shirt sleeves and slowing them down enough about what is being sold. They assume that by invoking consumers' drives and longing, they will earn consumers' attention (Petracca & Sorapure, 1998). Advertisers have realized that consumers have become resistant to advertisement. They have therefore embarked on using subconscious appeals. The advertisers assume that human beings walk around with variety of unfulfilled urges and motives that keep swirling at the bottom half of their minds. Solution to these unfulfilled urges has to be found. Mental forces energize consumers (Petracca & Sorapure, 1998). However, they are too crude and irregular to be given excessive play in the real world. Mental forces have to be capped...


The upper layer of mental activity is not always receptive to advertising pitches. That is why the advertisers endeavor to circumvent this shell of consciousness and latch on the subconscious drives (Petracca & Sorapure, 1998). That is why advertisers on this print ad are by trial and error trying to discover the softest points of entry, the places where there messages have the greatest likelihood of getting by consumers' defenses (Statt, 1977). The ad communicates by using specially selected images which stimulate sub-rational emotional impulses and desires. The ad conforms to the emotional appeal demands by using fine artwork which makes sense because visual communication suits primal levels of brain (Altstiel & Grow, 2006). People are intent on being perceived achievers. This drive energizes them and pushes them to strive in their lives and careers. This need to achieve creates an urge in an individual to accomplish difficult tasks. They endeavor to overcome obstacles and attain high standards. This is what the ad on the whisky capitalizes on. The advertisers hook uses the image of the professional athlete…

Sources Used in Documents:

References List

Altstiel, T & Grow, J. (2006). Advertising Strategy: Creative Tactics From the Outside/In. CA:


Petracca, M. & Sorapure, M. (1998). Common Culture: Reading and Writing about American

Popular Culture. Upper Saddle River: Prentice Hall.
Duncan M., (2013). Johnnie Walker From the Future.

Cite this Document:

"Culture And Marketing Strategy" (2014, February 02) Retrieved August 19, 2022, from

"Culture And Marketing Strategy" 02 February 2014. Web.19 August. 2022. <>

"Culture And Marketing Strategy", 02 February 2014, Accessed.19 August. 2022,

Related Documents
Marketing Strategies the Marketing Plan
Words: 5577 Length: 18 Pages Topic: Business - Advertising Paper #: 31759440

The difference in country's economic condition makes Coca Cola to fix difference prices for the same product across different countries. 3.2: Integrating Pricing strategy with branding strategy ATC will use a unique brand position to ensure that customer accept prices fixed for its product and services, and the company will use differentiation strategy to make customer accept the prices fixed for its product. By creating a strong brand position, ATC will

Marketing Strategy Plan
Words: 1843 Length: 6 Pages Topic: Business Paper #: 75115746

Marketing Plan CIC is a cardiac imaging center that has just opened, trying to win business from the established competitors in town with better equipment and service. The focus in terms of building market share is to oriented the marketing reps to build strong relationships with the physicians and the payers, both of whom are key drivers of business. This will help CIC to take advantage of the favorable social conditions

Marketing Strategy the Assemblage Is
Words: 1595 Length: 5 Pages Topic: Business - Advertising Paper #: 1009620

The positioning is akin to a casual version of fine dining, taking concepts from that segment an applying them to a mainstream audience. In doing so, we feel that we will offer an experience superior to that of other casual dining establishments. We view are target market strategy as being congruent with the fun, innovative and youthful image we project. We intend to skew younger than a typical casual dining

Marketing Justification and Marketing Strategy for the
Words: 900 Length: 2 Pages Topic: Business - Advertising Paper #: 75955295

Marketing Justification and Marketing Strategy for the Launch of a Date Flavored Breakfast Cereal in Saudi Arabia The development and sale of a date flavored cereal to be sold in Saudi Arabia may have a great deal of potential. The cereal market in Saudi Arabia is the largest cereal market in the Middle East, and it is in a growth phase (, 2006), while two major global breakfast cereal firms; Kellogg and

Marketing and Marketing Strategy SLP Marketing Strategy
Words: 861 Length: 3 Pages Topic: Business Paper #: 30082544

Marketing and Marketing Strategy SLP Marketing Strategy SLP Assignments Have wondered completely ? Well opportunity combine wondering analysis put flesh dreams. Your SLP assignment MKT301 develop a marketing strategy a service business (hypothetically) manage. Self-Analysis As the entrepreneur in the business I have skill in business marketing and management following from class knowledge. Additionally I have engaged in running a business in an internship and contract basis position charged with the responsibility to

Marketing Strategy and Practice Marketing
Words: 1151 Length: 3 Pages Topic: Business Paper #: 88647253

From the place or distribution standpoint, Cincom relies on a direct sales force for the majority of its sales. This translates into the sales force for Cincom visiting the companies who are interested in purchasing their solutions and providing conference room pilots or demos of their software. Cincom also concentrates on creating demos that match to the needs of their customers exactly, by first evaluating the process workflows and procedures