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Culture & advertisements: the case of the mobile phones

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  1. Culture & advertisements: the case of the mobile phones
  2. Relationships
  3. Engagement and trust
  4. Cultural changes

The mobile phone market has proved to be a fast growing market all over the world. During the 90s, companies began an aggressive strategy to reach the whole society. Now in most developed countries the penetration rate (percentage of people that own a mobile phone divided the whole population) is over 70%, and in some nations, such as Spain and Italy, there are more cellular phones than inhabitants. In most of these countries almost every adult has a phone, that's why companies direct their new campaigns to young consumers, especially teenagers. This paper will focus on three markets, the French, the Chilean, and the Dutch. All of these nations have a high rate of mobile penetration, over 75%, and companies have aggressive campaigns to capture the few inhabitants that still haven't got the product. For the Netherlands and France it is not surprising to realize that cellular phones are widely spread in the society, with a penetration rate of 81% and 75% respectively. The Chilean case is somehow surprising and completely a different to the scenario in the rest of Latin America. This country has one of the most open economies in the world, and many companies have entered the market offering low rates. These firms also profit from the trade agreements with the European Union, the United States, and Asia, which allow them to import new models for very competitive prices.

[...] The mobile phone is in this case seen as a constant link with his friends, to the extent that all other activities are not worth anymore. Relating this example to the previous one, we could say that personal ties are seen as quite weak, and mobile phones are to be the remedy. In Chile, friendship is even more important, but is strongly linked to a sense of loyalty. One could say that is specific to Latin countries, as we already encountered in the French case. [...]


[...] Conclusion Mobile phones are now widely spread all over the world and are increasingly becoming part of our life. Even though its utility and even the gadgets are the same in almost every nation, the way they are sold differs among countries. Marketing researchers usually try to identify several characteristics of the culture and even specific behaviors of consumers and include these elements in advertisements, and then buyers believe they need the product. By focusing on cultures or small groups, companies create a demand for their product, and many time consumers engage in unnecessary transactions. [...]

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