Cross Cultural Aspects Of Public Relations Management And...

EB3991 Research Methods for IBC Literature Review Cross-cultural Aspects in Public Relations Management and Advertising - A Case Study of Apple in China and Britain Xiao Yan (Ashely) G20591786 Tutor: Imren Waller Group E In the recent years, considerable attention has been paid to Apple Ltd, which has undoubtedly become the most successful media designs company with growing turnover and market shares. Its strong brand identity does not only indicate customers’ acceptance and preference of its products, but also demonstrate Apple’s competence in advertising communication and cross-cultural management. Given the pivotal role that Apple plays in successful cross-cultural communication with an extended focus on how to manage and influence customers’ perceptions and awareness upon the products, it is significant to establish research on its strategies in both intercultural PR management and advertising. This Literature review will look at the fields of public relations management and adverts in cross-cultural contexts through discussing and examining the themes - intercultural corporate communication, effective public relations communication cross cultures, cross-cultural PR practice; effective advertising and its standardization and localisation forms. The literature review will be used to suggest further research on Apple’s strategies in cross-cultural PR management and advertising. Intercultural corporate communication With respect to international corporateShow MoreRelatedBusiness Level Strategy of Coca Cola1529 Words   |  7 Pagesto gain more profits than the other beverages in the competitive market. Promotional and Advertising Strategies The major objective of promotional and advertising strategies is to attract the attention of customers and subsequently persuade them to purchase from the business. Since being a large company with huge financial capability and resources, Coca-Cola can have access to various ways of advertising and capable of reaching almost every type of customers. Two great examples are Price StrategyRead MoreWhy A Promotional Text Succeeds Requires Understanding The Culture And Context From Which It Arises? Essay1262 Words   |  6 Pagescommunicate the benefits and associations of that brand to the public. This essay will discuss the ‘Share a Coke’ campaign for Coca Cola that was launched in Australia in the summer of 2011-2012. It highlights how the understanding of culture and context results in a successful campaign which can overcome challenges and provide opportunities for a brand or product. Bourne states that ‘in an increasingly digital world, distinctions between advertising, marketing and PR are often blurred.’ (Bourne, 2015) InRead MoreMeasuring Consumers’ Luxury Value Perception: a Cross-Cultural Framework13193 Words   |  53 PagesWiedmann, Hennigs, Siebels / Measuring Consumers‘ Luxury Value Perception: A Cross-Cultural Framework Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework Klaus-Peter Wiedmann Institute of Marketing and Management Leibniz University of Hanover Nadine Hennigs Institute of Marketing and Management Leibniz University of Hanover Astrid Siebels Institute of Marketing and Management Leibniz University of Hanover Klaus-Peter Wiedmann is Chair of the Marketing Department and a ProfessorRead MoreMedia Convergence And Its Impact On The Contemporary Society2544 Words   |  11 PagesHowever, advertising industry is one of the sectors of communications and cultural industry that cannot avoid media convergence. 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However, the drawbacks to a functional structu re areRead MoreThe Evaluation Of Public Relations Internship Program3274 Words   |  14 Pages The evaluation of Public Relations Internship Program in China Literature Review Nowadays, when new ideas, professions and whole fields are imported or received into cultures that had no part in their creation and development, it is important to study how these fields fit in, are adapted to or are altered by their new host countries. China is the largest of these host countries. Since the early 1980s, Western ideas, practices and fields have been introducedRead MoreAn Introduction to Intercultural Communication29172 Words   |  117 PagesWithout the help of intercultural communication they can unknowingly cause confusion and misunderstandings. 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Since the early 1980s, Western ideas, practices and fields have been introducedRead MoreUse of Celebrities in Endorsements5625 Words   |  23 Pagesissues based on analytical and empirical or case research Executive Summary How Celebrities are Used in Indian Television Commercials Varsha Jain, Subhadip Roy, Aarzoo Daswani and Mari Sudha The usage of celebrities by the Indian advertising agencies has experienced a phenomenal increase in the last five years. Effective communication between the marketer and the consumers is the need of the hour and celebrity endorsement is a strategy that is perceived as making full use of this

Essay On American Food - 1326 Words

United States of America The United States is a melting pot of different types of people and with that come food brought in from all over. With their being food from all over the world coming into the United States finding what is consider â€Å"American† food can be hard. Though there are some food that come from other places and well as coming from America that is considered American food. Foods like hot dogs, hamburger, chips mac and cheese, and meat loaf are just some of the things that are considered American. There are different styles of food that are considered American in different parts of the United States that are home comfort foods. There are also somethings that are created by the United States that would be considers American†¦show more content†¦The main aim of secondary education is to prepare for applying for entrances to Universities. (Japanese Education) Education in Japan is payed by the government for primary school and middle education and anything before and after that must be paid for by the parents. There is nine years of schooling by the government for public school for free though private schools must be paid for. Then secondary school must be paid for and even though high school must be paid for 94% for students continue onto high school. (Japanese Education) United States of America Education in the United States has a three to four schooling system where a child starts in Elementary school and ends in High school with a 97% literacy rate (United States Press). Parents can enroll their child into a child care or a preschool program, there are some programs that make child care free if not reduced but child care cost to the parents, though if they go into a preschool program it is free paid for by the government, though going to child care or a preschool program is not a requirement it is highly recommended that children go to at less preschool. Then a child will start Elementary school which starts when a child is about five. Though in some states it is not required for a child to go to kindergarten is it is most states. From Elementary school all the way to high school it isShow MoreRelatedEssay on The American Fast Food Industry1420 Words   |  6 Pages The fast food industry in America has many drawbacks at the cost of supplying food to the American population. Since many people are ignorant of the process their food goes through in order to become the edible meal they consume, American companies easily take advantage of them. 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The Role of Mass Media in the World of Politics Free Essays

The mass media plays a very important role in everyday life. It is often the only form of education which is available to some, and as such has a very powerful influence over people†s beliefs and opinions. This influence is never more evident than when analysing the relationship between the media and politics. We will write a custom essay sample on The Role of Mass Media in the World of Politics or any similar topic only for you Order Now Politics can justifiably be described as THE main determining factor in our lives, the major influence over many facets of day to day living, such as finances, healthcare and employment. The media is the major source of information about political affairs, and as such has control over what we actually know about the political system and what we may never find out. As a result of this, it becomes inevitable that the media has a certain ‘hold† over the political arena. The media can judge, approve and criticise. It can make or break political careers, even parties, and the information which the media provides helps the public to form attitudes, responses and opinions towards political events and actors. Thus it becomes very important for the political parties to keep the media ‘on-side†. It is obvious that the media does have some impact on politics, but the main question should be to what extent, how does it manifest itself and why should we care anyway? For the purpose of this essay the media will be described as the press, TV and radio. On the face of it the media is there simply to communicate, or act as a transmitter of information between the political world and the consumer. However, probably since the end of the second world war, it has become clear that the media can often have a hidden agenda when reporting politics. Indeed, one of the most contentious issues over the last few years, at least since I have been ‘consuming† media products, has been the debate over media ownership. This has been particularly evident in the press, the most notable case being the Rupert Murdoch ’empire† – News International. I will start off by discussing the case of the press, as I believe that this is traditionally where much of the impact on politics has occurred, although I will discuss later how this may be changing. One major area of concern about press reporting of politics is the apparent ‘dumbing down† of the coverage, even amongst the broadsheets, and the effect that this may have on politics. In 1993 Labour MP, and current Home Secretary, Jack Straw published a short research report into the press coverage of parliament, ( Negrine, 1998,p1). In doing the report he discovered how Parliamentary issues were now covered to a much lesser degree than in the past, going from between 400-800 lines per day in The Times in 1988, to fewer than 100 lines in 1992. This seemed to show that the broadsheets were following the tabloid example of dumbing down. This has led to the worry that the press is trivialising the political process in the UK. Politics is becoming increasingly personality led, rather than policy led. An event may have political significance or importance, but it will only really be seen as such if the press frames it in a way that makes it interesting and palatable to the reader. It therefore becomes a fact of political life that personalities are more interesting to the majority of the public than policies. This has inevitably led to a change in the political landscape, initiated and perpetuated by the media. There are now several key features to politics in the late twentieth century which were not there before. ‘Political marketing†, the use of ‘negative campaigning† and the introduction of spin doctors have all led to fear of an ‘Americanisation† of the political process. As well as the press, TV has played a major role in ushering in the age of the soundbite. The media has opened up a larger, more accessible audience to the politicians, which many of them find hard to resist. Institutions such as the House of Commons are becoming less and less a way of relaying policy issues and raising concerns, as the political arena is increasingly acted out in the media. Which publicity seeking politician, trying to gain support for their party, would choose the Commons over a highly publicised TV programme such as Question Time, or a high circulation newspaper such as The Sun. There has also been a decline in local party politics, as political communication has become more and more a national rather than local event. The American way of leader based, rather than party based politics has become a reality. This has been evident in the way that Tony Blair has become a media star, never more so than when his wife recently became pregnant. The celebrity image of the Prime Minister has also led to accusations that he lacks real political substance. Some would say another example of the ‘trivialising† of politics has been the introduction of TV cameras into the House of Commons. When it was first proposed in 1966 it was heavily defeated on the grounds that TV cameras would ruin the unique and intimate atmosphere of the house. In 1989 the house first appeared on television. Strict guidelines were issued over what could be shown, including the use of head and shoulder shots only and the banning of reaction shots. There was great unease amongst the sitting MPs, including the then Prime Minister Mrs Thatcher, who said at the time: â€Å".. if you are not careful you can freeze with TV there†¦. it is going to be a different House of Commons, but that is that†, (Politics UK, 1991, p208). There was a gradual thawing of hostile opinion towards the TV cameras, with some exceptions. David Amess, MP, protested that the cameras had managed to, â€Å".. trivialise our proceedings and spoil that very special atmosphere that we had here†, ( Politics UK, p208). The main political parties now recognise the crucial role the media has to play in their success and have reacted accordingly. Political strategies now incorporate media strategies. They try to manipulate the media in order to create a favourable image of themselves. In order to achieve this we have seen the introduction of professional media managers. The media dominated world of politics now needs professional management. Peter Mandelson and Alistair Campbell are two such media experts. They have been partly responsible for transforming the Labour Party from being unelectable to gaining a runaway victory in the 1997 general election. Indeed it has been said that Tony Blair spends more time in meetings with his image and media advisors than he spends discussing policies with his cabinet, which may be a worrying trend for UK politics. There are several ways that these people can attempt to manipulate the media. One such way, many would say to the detriment of the democratic process, is the manufacture of debates which are stage managed to ensure a friendly audience and the communication of well rehearsed answers. There is also a great deal of emphasis placed on image management, and specifically the image of the party leader. This is very evident when looking at the current leaders of the two main parties in the UK today. Despite the best attempts of Conservative central office to jazz up the image of William Hague, he still retains the image of a dull, almost incompetent twit. On the other hand Tony Blair has the image of a dynamic, if slightly shallow, leader. This tends to ignore the fact that Hague is possibly a more intelligent and thoughtful politician than Blair. Another good example of this is the differences between Ronald Reagan and Michael Foot. Reagan was a remarkably unskilled politician, but, being a trained actor, he was very good at conveying what was essentially a simple message. Foot, on the other hand, was a very skilled politician and public speaker. However, his unkempt appearance was not at all media friendly, and after defeat in the 83 general election he was cast aside in favour of a more media friendly Neil Kinnock. Reagan had two successful terms as US President. Many fear that this indicates a move away from real political issues towards a fickle political world where image is everything and political substance nothing. It is clear that a personality clash or a sex scandal can now be more damaging to a political party than an actual policy disagreement. But should we be very concerned about this, and exactly how much of the shifting political tide is down to the media. Some observers point to the fact that plain, unassuming politicians such as John Major and George Bush have enjoyed immensely successful political careers. This may suggest that the public can only be fooled to a certain degree by slick media management, and may eventually get sick of being ‘force fed† so called perfect politicians, with little or no political ability. How to cite The Role of Mass Media in the World of Politics, Essay examples