There say that the ads should cover other attributes of the vehicle, like safety and performance. However, if you look at how the same companies market in the U.S., you’ll find that their ads won’t address everything (safety, performance, etc.). Three reasons come to my mind (from the perspective of an American; I could be wrong).
1. Too many messages dilute the whole campaign. Remember on a prior post when I mentioned the analogy of driving a message (nail) into the consciousness of the audience (wood)? One or two message points represents a good sharp nail tip. If there are too many messages the tip is dulled. It is just too much for the audience to remember.
2. Companies are very deliberate about making sure that EVERY touch point bolsters their brand. If the brand represents style, for example, than style is front and center, often at the cost of mentioning other less important (to the brand) features.
3. Maybe the product simply does not share certain attributes. In this case, maybe the cars don’t fare well in crash tests or their performance is not all that great.
Is it possible that there are some marketing principles that are universal?
article supports the need for leadership to be strongly involved in international advertising efforts. Do you believe that this is at least in part due to a need for relationships and transparency? I believe that these relationships are necessary to accommodate not only ethical business practices but cultural ones as well in regard to international marketing?