Marketing the impact of culture differences on advertising

Project description
this is a research project biased on a proposal that you did for me and find it attached.

It’s biased on secondary resources only

my research questions are:

Start in general about the effects of culture differences on advertising then talk specifically about religion and celebrity endorsement in the first part of the literature review so the first question will be
1- what are the effects of
1- Religion
2- Celebrity endorsement on advertising?

In the second part you need to take about how the big companies change their strategies according to culture differences and give examples like MacDonald’s and Coca Cola and other cosmetic companies who changed the name of the products because they want other culture to accept the them also some of them change the advertisement to be suitable in other culture so the second question will be
2- What are the effective ways of advertising according to cultural differences?
In the third part you need to answer this question
3-What are the suitable strategies to developing advertisements that sensitive to cultural differences and can generate positive effects of the differences?

and my teacher feedback is as the following :

Firstly in your introduction and general discussion about cultural difference you should refer to Geert Hofstede. Have a look at his website for data on specific countries and research on cultural difference: http://geert-hofstede.com. This should provide a framework which you can then use to explore the strategies and impacts of advertising.

Question 1: What are the effects of:
1- Religion
2- Celebrity endorsement on advertising?

You need to think about whether this should be two separate questions. Religion would seem to be a factor of cultural context (often a challenge and a barrier); whereas celebrity endorsement is a campaign strategy (specifically designed to get a positive ROI). Both are interesting – but require quite different approaches in terms of how you study them.

Question 2: What are the effective ways of advertising according to cultural differences?

On the issue of effectiveness of advertising look at the Institute of Practitioners in Advertising – IPA Effectiveness Awards: http://www.ipa.co.uk/effectiveness/awards

You need to check your terminology when you refer to companies such as McDonald’s and Coca Cola – you may be better referring to them as multinational companies (MNCs).

Question 3: What are the suitable strategies to developing advertisements that sensitive to cultural differences and can generate positive effects of the differences?

It may be useful to refer to company reports and practitioner press e.g. Marketing Week
In addition you should apply marketing strategy theory.

In addition, I would also recommend looking at this study guide on critical writing: http://www2.le.ac.uk/offices/ld/resources/writing/writing-resources/editing

and the structure for the whole research is :
The project is based on secondary recourses only.

The project will contain the following

? Abstract (200) words

? Introduction to the project (500) words

? A rationale for the research identifying a critical issue/problem (of the student’s choice). The problem
(1000)

? 2/3 research questions that probe the issue of concern

? A critical review of the academic and practitioner literature detailing the theoretical debates and the

applied nature of the issue concerned (3500)