The Chinese government has projected a plan of creating about 30 major cities each year for the next 5-10 years in its country to speed up its evolution to world power. With a disregard to world issues such as sustainability, environment awareness and global economics, the Chinese seem to be only concerned with self push. However, with this disregard come dire consequences.
As the Chinese create their own technological research and product companies, as well as cars, clothing, and other mass produced goods, they seem perfectly prepared for world takeover. As the most polluted country in the world, they also seem the least concerned. Could it be that we are looking at the next war era Germany of today?
What do you think?
---CF
Saturday, December 8, 2007
Saturday, December 1, 2007
Differenece in Global Brand Awareness-- In the US market vs. Asian markets
Most Americans have heard of brands like Levi's, Nike, McDonalds, Adidas, Wal Mart, and Ruby Tuesdays and know or use those brands regularly. Simularly, these names have also been in introduced in markets in Asia (ie. China/Hong Kong, Japan, Korea, Malaysia) What I find so interesting is that although the brand name is the same, the perception of the brand is completely different in Asian markets; often having different status, products and styles that are specific to their market. For example, think about Levi's jeans in the US... although they are making attempts to become more fashion-forward, most people here don't associate Levi's with style or trendiness. In Asian markets, Levi's look very different and are very popular among the stylish urban youth. Levi's in Asia is known as a brand with high status and style and the denim designs are different and more edgy than the Levi's worn by Americans. The brand has an international appeal, and international brands are considered cool to the younger generations of Asia; who are exposed to different cultures and brands frequently (sometimes more so than American kids). Even though America is considered a 'melting pot', I think the difference between the concept of international exposure in Asia and the US is the level of accessibility and acceptance. Many [young] people in countries like China, Singapore, Korea, and Thailand know about the music and pop culture of each other's nations and are confronted with different languages everyday (for instance, if you ride the subway in Singapore you can see four different languages: English, Chinese, Malay and Tamil) and many know more than one language...sometimes 2 or 3 different ones-- I meet very few (non-Asian) Americans who are familiar with trends or pop culture from other countries, especially when it comes to Asia.
With accessibility (international) I mean the ease in which a person can look/reseach/read about something from other country or language. For example, if I wanted to watch a Chinese movie, I couldn't just turn on my TV or go to my local dvd store and find much...but in places in Asia, it would be easier to watch an American movie....or Korean, or French, or Indian, etc.
Another example is McDonalds: in Asia, its different...it's really nice (clean too) , seen as a cool place to hang out by school kids, and the young employees are always polite, smiling and wear cute McDonalds trucker hats...however that's not quite what most Americans envison about McDonalds; for us it = older, disgrutled employees who sometimes are polite, (but let's be honest we don't really even expect them to be most of the time), cheap, not quality food, unhealthy...and is often associated with obesity and in general not the destination for hip Americans to go eat. Also Pizza Hut is almost like a 5-star restaurant some Asian cities; with appetizers, stylish lighting, and modern decor.
So why is the same American brand so different between the U.S. and Asian markets? I think to be 'different' is the only way for an American brand to succeed in Asia. US companies who assume that Asian consumers love American brands, who don't adjust their product offering or marketing, and who think the product is enough marketing alone are now regretting their arrogance as they attempt to recover from failed loses overseas. To me, that shows a major weakness in our economy and I am surprised when I hear about US companies failing in Asian markets...all those highly paid people and not one of them thought to open a book about Japanese or Chinese culture? Or that there is a significant cultural difference between the two? I think it's sad when a big, powerful company like Wal Mart fails in Japan while other international brands for example from Taiwan or Italy operate in that market with success. I think it important for American retailers to be aware of theses market-specific brand perceptions in order to ensure the success of their company.
Although the U.S. is a very influential country with a stable economy and a sizable middle class, we have a significant weakness that could hinder our future economic prosperity; our lack of global awareness in terms of people/business relations, culture, and language. Many American students do not learn a 2nd language and are not always encouraged to learn about other cultures. In general I think our education system should provide more of an international education to prepare America students for the future, especially Asian studies (including regions such as East Asia, India, the south Pacific, and the Middle East)
[This may be controversial to some, but this is just my opinion after living and studying in both markets. I believe both markets have strengths and weaknesses and think Americans should care about their future in the global economy--if you are patriotic and proud to be from the U.S., I would think you would want the best for your country. I say this because I have had some people express to me that learning about other cultures doesn't matter to them and that I am "un-American" by saying that our level of international awareness is low for a developed country and we should try to learn about other cultures...because these days it is vital to our economy.]
With accessibility (international) I mean the ease in which a person can look/reseach/read about something from other country or language. For example, if I wanted to watch a Chinese movie, I couldn't just turn on my TV or go to my local dvd store and find much...but in places in Asia, it would be easier to watch an American movie....or Korean, or French, or Indian, etc.
Another example is McDonalds: in Asia, its different...it's really nice (clean too) , seen as a cool place to hang out by school kids, and the young employees are always polite, smiling and wear cute McDonalds trucker hats...however that's not quite what most Americans envison about McDonalds; for us it = older, disgrutled employees who sometimes are polite, (but let's be honest we don't really even expect them to be most of the time), cheap, not quality food, unhealthy...and is often associated with obesity and in general not the destination for hip Americans to go eat. Also Pizza Hut is almost like a 5-star restaurant some Asian cities; with appetizers, stylish lighting, and modern decor.
So why is the same American brand so different between the U.S. and Asian markets? I think to be 'different' is the only way for an American brand to succeed in Asia. US companies who assume that Asian consumers love American brands, who don't adjust their product offering or marketing, and who think the product is enough marketing alone are now regretting their arrogance as they attempt to recover from failed loses overseas. To me, that shows a major weakness in our economy and I am surprised when I hear about US companies failing in Asian markets...all those highly paid people and not one of them thought to open a book about Japanese or Chinese culture? Or that there is a significant cultural difference between the two? I think it's sad when a big, powerful company like Wal Mart fails in Japan while other international brands for example from Taiwan or Italy operate in that market with success. I think it important for American retailers to be aware of theses market-specific brand perceptions in order to ensure the success of their company.
Although the U.S. is a very influential country with a stable economy and a sizable middle class, we have a significant weakness that could hinder our future economic prosperity; our lack of global awareness in terms of people/business relations, culture, and language. Many American students do not learn a 2nd language and are not always encouraged to learn about other cultures. In general I think our education system should provide more of an international education to prepare America students for the future, especially Asian studies (including regions such as East Asia, India, the south Pacific, and the Middle East)
[This may be controversial to some, but this is just my opinion after living and studying in both markets. I believe both markets have strengths and weaknesses and think Americans should care about their future in the global economy--if you are patriotic and proud to be from the U.S., I would think you would want the best for your country. I say this because I have had some people express to me that learning about other cultures doesn't matter to them and that I am "un-American" by saying that our level of international awareness is low for a developed country and we should try to learn about other cultures...because these days it is vital to our economy.]
Friday, November 9, 2007
News Media: Local vs. Online News Sources
In general, the overall United States newspaper readership has decreased and more Americans are getting their news from other media outlets namely, the Internet and television. However, a significant difference can be observed in the content of these two sources. In the US, local news tends to be less ‘global’, focusing on fluff pieces that involve everyday people and meant to entertain its audience rather than inform. Online news sources like bbc.com or the New York Times online report more on international news and events that affect the global community. Also, these online sources contain a wider variety of topics ranging from art and fashion to human interest and advice columns.
The online sources cater to an international audience and are aware that many people around the world depend on them for their news. Local news here should be more international because it is necessary to educate US citizens on world events. Local news in this sense does fail to inform Americans on global news; this trend is unfortunate because the rest of world is becoming more aware of global events and therefore able to make more informed decisions on trends that affect the world.
The online sources cater to an international audience and are aware that many people around the world depend on them for their news. Local news here should be more international because it is necessary to educate US citizens on world events. Local news in this sense does fail to inform Americans on global news; this trend is unfortunate because the rest of world is becoming more aware of global events and therefore able to make more informed decisions on trends that affect the world.
Sunday, October 7, 2007
Google Hires Ad Agency Liaison to Find New Ways to Advertise Products
Google Inc. is now seeking to extend its brand awareness through advertising and has hired a well-known Madison Avenue executive to work with ad agencies on new ways Google products can be used in advertising. They have teamed up with Andy Berndt, co-president of WPP Group PLC's Ogilvy & Mather to be managing director of Google's newly formed Creative Lab unit. This unit's goal is to look for more creative ways Google products can used in marketing pitches. However, this new development has some on Madison Ave weary of the fact that Google may get into the creative services market and becoming the ad agencies largest competitor. On Google's side, a spokeswoman clearly stated that they are "not moving in the ad agency business" and that Google would not work with ad agencies directly. Many feel that this move is a step in the right direction for Google as they continue to grow their company and expand their services.
Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.
Google Inc now plans to launch a new digital ad format that lets marketers distribute ads that resemble mini websites through the network of sites where ads are sold. This service has been dubbed Google Gadget Ads, which include video, games, news updates, and images. For example, Six Flags has recently used Google's new ad format to promote its theme parks by creating a game called Sky-Drifter. Users can play the game where the Six Flags ad appeared or click on the ad to take them to the Six Flags website, or even add the game to their personal web sites. Advertisers can use this service to target their ads according to the web site, context, geography, or demographic.
Wednesday, October 3, 2007
Yahoo Avatars: A Miss With America's College Students?
Until this assignment was given to us, I had never heard of Avatars as a feature of Yahoo Messenger. I only heard about Yahoo's messenger service when my dad asked me to install it to communicate with him when he was living in Singapore. Since I did not hear about these features from my peers or from advertising, nor do I know anyone who uses Yahoo messenger, I think Yahoo has not been very effective in reaching this target market. However, another may be their market choice. Perhaps the US market is not where this feature can grow in popularity. There is Yahoo avatar's for Yahoo Asia with many different looks for the characters; from a stylish boy with his motorbike in Taipei to a older business man from Dubai, the characters had many options. I believe maybe Yahoo is making the right choice by choosing to expand features on this particular segment of the market. I think the US market and the culture is different as far as technology than Asia and that especially applies to the youth of both markets. If Yahoo were to try and re-introduce the avatar feature to American college students, Facebook should be involved. Facebook has now opened it's doors to many outside applications, and having an extension through a Facebook application for Yahoo Messenger or Avatars might motivate the college student audience to try it.
-Jane Brownfield
-Jane Brownfield
Evolve Already!
You've seen them on television and splashed all over Internet media. The commercial of the girl at the bar talking to a pig. Surrounding her are more pigs, all approaching or conversing with attractive girls. It seems as though the trendy bar has been converted into a pig trough where all the local derelicts come out to play. But one pig stands out from the rest, one pig outshines all the other swine. And why you might ask, why does he outshine the others? Because, he's got a condom.
It seemed like I'd been waiting forever for a condom ad to really rip men a new one in terms of personal responsibility. In previous years condom companies advertised couples romping in various locations and making off-color cheeky jokes that neither made us pay attention, or they deterred us from condom purchasing. But now Trojan had something else up their sleeves. The marketing team must have been thinking "Hmmm, what can we say that's going to make our consumers say to themselves 'Ouch, let me take another look at myself and make some necessary changes'. " I think the ads themselves are brilliant. I know much of popular media has given them flack for their positioning in mainstream, prime-time television. However, I feel that the move to place them directly in front of the consumer was excellent. All the ad was simplistic in it's concept: Guy gets out condom, guy gets girl, it was a great one in its simplicity. Basic men can understand the ad. And even if they don't remember or care about it, it makes an impression on everyone else.
I think that the idea for the ad was great in theory and execution. I've thought about it a total of, well, many times since it aired. That's what makes the ad so groundbreaking. Men are finally being made to take responsibility for "wrapping it up" and being safe. I'm happy the change has been made. Hopefully men can use this a s a reference point from now on-- don't let me the jerk who gets you pregnant or gives you HPV.
How awful would it be if a month down the line you had to tell someone, "Hi, sorry about the baby and all" ? And all she had to reply with was "yeah, well you're a pig."
^ ^
WRAP IT UP! (00)
--Corey Fitzgerald
It seemed like I'd been waiting forever for a condom ad to really rip men a new one in terms of personal responsibility. In previous years condom companies advertised couples romping in various locations and making off-color cheeky jokes that neither made us pay attention, or they deterred us from condom purchasing. But now Trojan had something else up their sleeves. The marketing team must have been thinking "Hmmm, what can we say that's going to make our consumers say to themselves 'Ouch, let me take another look at myself and make some necessary changes'. " I think the ads themselves are brilliant. I know much of popular media has given them flack for their positioning in mainstream, prime-time television. However, I feel that the move to place them directly in front of the consumer was excellent. All the ad was simplistic in it's concept: Guy gets out condom, guy gets girl, it was a great one in its simplicity. Basic men can understand the ad. And even if they don't remember or care about it, it makes an impression on everyone else.
I think that the idea for the ad was great in theory and execution. I've thought about it a total of, well, many times since it aired. That's what makes the ad so groundbreaking. Men are finally being made to take responsibility for "wrapping it up" and being safe. I'm happy the change has been made. Hopefully men can use this a s a reference point from now on-- don't let me the jerk who gets you pregnant or gives you HPV.
How awful would it be if a month down the line you had to tell someone, "Hi, sorry about the baby and all" ? And all she had to reply with was "yeah, well you're a pig."
^ ^
WRAP IT UP! (00)
--Corey Fitzgerald
Monday, October 1, 2007
My Avatar or My Twin?
No no, I'm not serious. But I did create an avatar forever ago. It was when I had long hair, really tan skin from running outside all the time, and a very slender face. Yahoo did an alright job with making my attributes as true to me as possible, but I wonder, what about all the different ethnic diversities that the US has to offer? If there are so many different races and types of people out there, why are we trying to create generic cartoon images of ourselves that aren't representational, nor are they functional?
Come on yahoo! Give us something else to work with.
What is your opinion, dear reader, about our manifestation through inanimate cartoons? Should it accepted as popular trend, or shunned as just a silly attempt at World Wide Web genericide?
--Corey Fitzgerald
Come on yahoo! Give us something else to work with.
What is your opinion, dear reader, about our manifestation through inanimate cartoons? Should it accepted as popular trend, or shunned as just a silly attempt at World Wide Web genericide?
--Corey Fitzgerald
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