Global Advertising

The topic selection is Finland Assume you work for a U.S. company planning to enter a foreign market. To avoid costly advertising mistakes, researching this market is critical. Your research paper must address the following questions: What cultural differences would you encounter? At a minimum, your paper must explore: Languages spoken Religions practiced and their impact on advertising Manners – appropriate ways of behaving, speaking, and dressing Customs – habits or ways of behaving in specific circumstances that are passed down through generations. Note: This can include holiday celebrations, religious customs, foods, gift giving. Attitudes regarding individualism vs. collectivism Note: The Geert-Hofstede site is an excellent resource for this information. What challenges would you face in doing business in this country? At a minimum your paper must explore: Differences in business etiquette Differences in attitudes regarding time / punctuality – Do they take their time getting to know you before doing business? Do they arrive on time for meetings? Attitudes regarding family vs. work – Which is more important, family or work? How does consumer behavior differ compared to the U.S.? Are consumers quantity- or quality-driven? What influences their purchasing decisions? What political and national barriers exist that may present a challenge when doing business in this country?