Marketing Communications

STANDARDISATION OR ADAPTATION 11

another’. In order to succeed in international communications, marketing communications

managers have to understand these cultural diff erences. Th e reason for this is that, since

consumers grow up in a certain culture and are used to that culture’s values and beliefs, they

will respond diff erently to marketing communications.^16 O ft en, marketers and marketing

communications executives fall victim to the self-reference criterion (SRC). Th e self-reference

criterion refers to our unconscious tendency to refer everything to our own cultural values.^17

People oft en expect that foreigners have the same values, same interests, etc., as they do them-

selves, and if this is not the case, they consider their own habits, values, etc., to be superior.

In order to be able to understand other cultures, the marketer has to try to avoid the self-

reference mistake, and not take for granted everything he or she is used to. Th e impact of

culture on advertising will be more extensively discussed later (see Chapter 7 ).

China is becoming an increasingly important market for many companies. However, marketers have to take into

account Chinese habits and sensitivities. To increase the number of visitors in Hong Kong Disneyland, the dresses

of Mickey and Minnie Mouse were adapted. An American–Chinese designer developed a frivolous cherry-red dress

that reminds many of the traditional Moa outfit. In that way, the management hopes to appeal more to local culture

and to attract more visitors from mainland China.^18

The French car maker Citroën placed an advertisement in the Spanish newspaper El Pais featuring the Chinese

leader Mao Zedong. The text said: ‘it is true, we are the leaders. But revolution never stops at Citroën.’ The Chinese

protested because they found the ad insulting, and Citroën had to withdraw it.^19

BUSINESS INSIGHT

Marketing and the Chinese

Standardisation or adaptation

Once a company decides to go international, one of the most important strategic decisions to

be made is to what extent a global or cross-culturally integrated marketing strategy in the

foreign market(s) must be followed. A standardised campaign can be defi ned as a campaign

that is run in diff erent countries, using the same concept, setting, theme, appeal and message,

with the possible exception of translations ( Photo 1.1 ). A local approach implies that ele-

ments of the communications strategy are adapted to local circumstances. A major advantage

of globalisation is the cost savings that can be realised. Standardisation across the world

induces economies of scale and might lead to huge savings in manufacturing costs, personnel

costs and communications costs. Not only can the price of the communications programme

be reduced, but also the quality can be enhanced. Really good creative ideas are scarce. Global

campaigns off er the advantage of globally exploiting a great creative idea. Other advantages are

that global campaigns make things simpler for the company in the sense that co-ordination

and control of the communications programme in the diff erent countries become easier.

Moreover, a global image can be created across diff erent parts of the world. Brands that have

communicated globally include: Nivea, Martini, L’Oréal, Xerox, Parker pens, etc.

Oft en the international marketer will have to adapt or localise his or her marketing mix

to a diff erent foreign environment. People living in diff erent cultures diff er in their beliefs,

previous experiences, attitudes, values, etc. Diff erent values might lead to diff erent needs and

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