The purpose of this study is to obtain further insight into the effective use of advertising in…

The purpose of this study is to obtain further insight into the effective use of advertising in Germany and China. This article attempts to determine whether print advertisements are more successful when they make use of individualistic versus collectivistic values, or whether it is possible to apply the same advertising techniques in both cultures. The authors conducted an experiment in which a print ad focusing on individualistic values was compared to another print ad emphasizing collectivistic values. The subsequent evaluations among German and Chinese subjects of the two ads were then recorded. Results clearly indicate that an individualistic appeal is more effective when communicating with the individualistic German audience. However, the Chinese subjects did not evaluate the collectivistic ad more positively than the individualistic ad. Therefore, when appealing to a collectivistic audience, either a collectivistic or an individualistic appeal can be used. Hence, in both Germany and China, a standardized advertising campaign capitalizing on individualistic values seems plausible

  1. Identify research objective from above passage.
  2. Identify hypothesis(es) from above passage.
  3. Identify research design from above passage.
  4. Identify population from above passage.
  5. Determine the sample size and sampling technique from above passage.

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