IMPORTANCE OF LOCAL CULTURE IN ADVERTISING: CASE OF SERBIA
Sažetak
Rad istražuje značaj lokalne kulture u oglašavanju u jugoistočnoj Evropi, posebno u Srbiji. Cilj istraživanja bio je da se ispita da li postoji bilo kakva razlika u percepciji među ljudima u Srbiji prema brendovima koji koriste lokalnu reklamnu kampanju i brendove koristeći globalne reklamne kampanje. Istraživanje je obuhvatilo 520 ispitanika, a analiza je uključivala različite statističke metode. Studija je ispitala do koje mere se oseća uticaj kulture na komunikacionu strategiju, kao i da li je taj uticaj isti za svu ciljnu publiku i za sve kategorije proizvoda. Mnoga prethodna istraživanja pokazala su da kulturne vrednosti imaju tendenciju da budu prepoznate kao važne za motivaciju potrošača i ponašanje brendova. Međutim, ovo istraživanje otkriva malo drugačije stanovište. Značaj lokalne kulture u oglašavanju podeljen je na dva aspekta. Prvo, to je povezano sa lokalnim vrednostima, dok se više od 50 odsto ispitanika složilo sa tvrdnjom da je razumevanje i poštovanje lokalnih vrednosti u reklami važno. Međutim, ispitanici ističu da se ne slažu sa tvrdnjom da reklama za brend koji im se dopada treba da bude usklađena sa lokalnom kulturom. Ovi zaključci ukazuju na snažan uticaj globalizacije na oba srpska tržišta. Zaista, više od 40 odsto ispitanika složilo se sa ovom idejom. Međutim, ovaj zahtev ne može biti razmatran kao relevantan za sve kategorije proizvoda ili usluga. Drugim rečima, ovo istraživanje je takođe dokazalo izjavu „Misli globalno deluje lokalno“, dok u smislu „lokalnog“ dve zemlje razmatraju ton i glas komunikacije. Štaviše, bez obzira na snažan uticaj globalizacije, kompanije i oglašivači bi prilikom ulaska na novo tržište trebalo da razmišljaju o njenim komunikacionim strategijama.
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