In these types of countries, the language used may change to suit the audience, or the culture. People are constantly reading on social media, albeit not in the conventional sense. With the advent of social media and web 2.0, the written word has become more prominent than ever. Sociocultural Factors That Affect Marketing. On the one hand, economic globalization does not mean globalization of the languages. Language is one of the most formidable barriers to effective advertising communication. Language affects business in two different ways. A good example in regards to consistency is how you approach different media. Although the two terms are sometimes used interchangeably, they are not the same thing. “Broadly speaking, American organizations are very, very slow in terms of their understanding of language,” Chris Boorman, chief marketing officer at SDL told the Tribune. So whilst overly informal language might be useful when announcing a sale or promotion, by suddenly having to switch the tone of language for PR purposes, it can create inconsistency which will only have a detrimental effect on the brand formulation. These often-linked but somewhat different factors have diverse effects on the decisions of consumers and buyers. Marketing is the broad process of researching consumer needs, collecting and evaluating data related to those needs and developing multifaceted strategies for reaching consumers, of which advertising is a strategy that is used. A strong company name and tagline can make or break a product. We will outline these problems how affects the advertisement strategies of international companies. Chinese, for example, can be written in two character sets, traditional and simplified. Language is the ultimate power in advertising. First, understanding consumer psychographics can affect the way in which marketers choose to communicate with customers. Natural language processing certainly sounds advanced, but it’s based on the old-fashioned marketing principle of understanding our customers better. Describe how different cultural environments can affect the global marketplace and the marketing mix The Immense Impact of Culture in Global Marketing Culture refers to the influence of religious, family, educational, and social systems on people, how they live their lives, and the choices they make. There are two main ways that the study of consumer activities, interests, and opinions can help affect marketing strategies. The use and abuse of language has allowed us to push our thinking to the outside - or distort its content - and send misleading messages, which in disciplines such as marketing can severely affect the level of persuasion a brand would like to achieve on its consumers. 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