• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

When do we have time to consider time?

Extracts from this document...

Introduction

Sarah Bennett October 13, 2005 Timing is Everything...Culturally Speaking We never have enough time. It's flying, wasted, or spent. In marketing, we strive to be punctual for meetings and deadlines. So when do we have time to consider time? For culturally sensitive marketers, time is key. When we look to establish an emotional link with a Hispanic consumer, we must consider the elements of culture that control values, thoughts, and behaviors; and time is one of these "dimensions [that] provides the nesting place for archetypes to take root."1 Westerners tend to view time as linear. We see events in a straight line, with each successive action following another. Many other cultures see time not as monochronic, but polychronic, which is characterized by events occurring simultaneously. The famous anthropologist, Edward T. Hall, conducted extensive research of monochronic and polychronic cultures found that cultural miscommunication is often the result of not understanding the different structures of scheduling or managing time. ...read more.

Middle

He was born in Costa Rica, and immigrated to the United States when he was fourteen. He is now twenty-one and a college student. I sought to find out how he viewed time in Latin American versus the United States. Juan told me he was not offended by my tardiness, and asking why, he replied, "Maybe you were talking to friends or family." This underscores another important dimension, the importance of interpersonal relationships in the Hispanic culture. Juan explained that when Americans travel to Costa Rica, they adjust to "Tico time", or the timing of Costa Ricans. He described "Tico time" as much more laid back, and without rush. He made a clear distinction, however, between this attitude and procrastination. The culture is not centered on "putting things off" or laziness, rather a certain rhythm or pace. La Agencia de Orci & Asociados launched a successful television campaign for Allstate Insurance Company. One television spot featured a father on the beach watching his children play, picturing their future profession. ...read more.

Conclusion

A polychronic view of time allows Hispanics to do many tasks simultaneously such as, read a magazine while listening to the radio. So a media buyer should consider "advantageously plac[ing] advertisements in both media at the same time to complement each other."8 A Hispanics relationship to time is important to the marketer and can prove important to an effective advertising campaign. Researching this cultural dimension is always time well spent. 1 Korzenny, Felipe, & Korzenny, Betty Ann. (2005) Hispanic Marketing: A Cultural Perspective. Burlington, MA: Elsevier Butterworth- Heinemann. 2 http://www.press.umich.edu/pdf/0472030604-appendixc.pdf. 3 http://www.press.umich.edu/pdf/0472030604-appendixc.pdf. 4 Korzenny, Felipe, & Korzenny, Betty Ann. (2005) Hispanic Marketing: A Cultural Perspective. Burlington, MA: Elsevier Butterworth- Heinemann. 5 Elliott, C.E. (1999) Cross-Cultural Communication Styles. Pre-publication Masters thesis 6 http://www.laagencia.com/flash/portfolio.shtml 7 Korzenny, Felipe, & Korzenny, Betty Ann. (2005) Hispanic Marketing: A Cultural Perspective. Burlington, MA: Elsevier Butterworth- Heinemann. 8 Korzenny, Felipe, & Korzenny, Betty Ann. (2005) Hispanic Marketing: A Cultural Perspective. Burlington, MA: Elsevier Butterworth- Heinemann. ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    This may bring my sales down Now a days both men and women go out to work in the world of employment. This role has been accepted in society now; their roles have in a way become equal in society.

  2. Viral Marketing

    Select local networks do not provide the same coverage and may prove to be costlier. 7. Takes advantage of others' resources The most creative viral marketing plans use others' resources to deliver the message. Affiliate programs, for example, place text or graphic links on others' websites.

  1. The Coca Cola company - You need to consider the current market, find a ...

    I will now ask a group of people 'What they think of my design?' I will ask this question in the form of a questionnaire, I asked this question to 15 people of varied ages, if I was to do this with more time and resources available to me, and I would conduct a much larger scale survey.

  2. Create ing your own business - create a full plan on a business of ...

    spots �5,600 �9,300 �11,200 25 spots across all day parts: Platinum 10 seconds 20 seconds 30 seconds 25 spots �7,000 �11,600 �14,000 There are six main ways for a business to be run and controlled by. They are: * Sole trader * Partnership * Private limited company * Public limited

  1. marketing research

    There are a number of methods with which to obtain the information that constitutes market research. These are divided into two groups: Primary (Field) research Secondary (Desk) research "Primary research is the collection and collation of original information obtained through direct contact with existing or potential customers."

  2. The principles of marketing.

    The various ways the consumer is persuaded comes under the promotional mix. The promotional mix has all the marketing and promotional communications methods used to achieve the promotional objectives. These can be further broken down into two distinct areas: 1.

  1. Dial-a-mattress cooperation is one of the leading telemarketing companies in the United States of ...

    targeting customers below this income level will result in poor sales as the target customers would not have sufficient funds to purchase these mattress or products. The biggest threat to dial-a-mattress Company is to compete with its copy cat competitors.

  2. You have been newly appointed as Promotions Manager to a company - Your task ...

    The term 'integrated marketing communications' has become widely used over the past decade, although consensus on a definition of the construct has yet to be reached (Shimp, 2003). Consequently, this paper begins by conceptualizing the term employing four academic initiatives.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work