Assume you work for a U.S. company planning to enter the market in Israel. 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 spokenReligions practiced and their impact on advertisingManners – appropriate ways of behaving, speaking, and dressingCustoms – 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(must use this site) 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 etiquetteDifferences 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? At a minimum your paper must address:Form of government for your country Note: The CIA World Factbook is an excellent resource for this information.Your country’s relationship with U.S.What technological barriers exist that may present a challenge when advertising in this country? At a minimum your paper must address:The level of technology in this country commonly used in this country – For example, are they heavy internet and mobile users?The availability of technology – For example, less developed countries may not have ready access to internet and mobile applications.What media barriers exist that may present a challenge when advertising in this country? At a minimum your paper must address:The types of media commonly utilized in your countryGovernment restrictions on media – For example, does your country provide freedom for the press? Is access to certain types of media restricted?Once you have completed your research, apply what you have learned about your country to respond to the following questions:7. Do you think you would need to develop a local campaign to advertise in this market or would you be able to utilize a centralized global campaign?Support your choice. Note: Review the material Chapter 18 of the textbook regarding International IMC campaigns.8. Based on what you have learned about this country, how would your advertising strategy differ from the approach used in the U.S.?9. Finally, apply what you have learned about advertising strategy and select a well-known American consumer product or service for which there could be a need in your selected country.Note: This American product or service must not already have a presence in your chosen country. It can be challenging to find a well-established product service that hasn’t “gone global”, so it may help to focus on newer, smaller companies when brainstorming ideas. Devise an advertising strategy for this product or service in your country. Identify the media you would utilize. Based on your understanding of the culture and their buying behavior, what type of creative strategy would you use? What message would resonate with this audience?10. Other RequirementsYour research paper must include an effective introduction and conclusion, be single-spaced, a minimum of three (3) pages in length with standard margins, and free of spelling and grammatical errors. You must also cite your sources using APA style where appropriate. Remember, the Global Edge website and at least one other source is required.
