Cultural context and its impact on promotions for marketing campaigns and strategiesIt goes without saying that the influence of culture on marketing strategies and campaigns is significant. If a company does not or cannot understand the fundamental aspects of the culture in a market in which it is launching or running a promotional campaign, the objectives of the promotion may not be achieved. Aspects of Culture The importance of cultural context on marketing campaigns and related promotions only intensifies when these programs are expanded to other local, regional or foreign markets. While the business is probably great, committing resources to undertaking cultural recognition is essential if a company or organization wants to achieve positive results in a promotional campaign spanning multiple cultures. When considering the scope of culture, and then the context in which it might be applied, it is worth first highlighting a number of key aspects. It is absolutely essential that when a company or organization seeks to launch a promotional campaign in a specific market, i.e. a foreign market, a culturally unique domestic market and not just common cultural traits and traditions/ well known; Subtle nuances must also be identified and incorporated into the promotion. A good example of where this didn't happen is the 1999 holiday campaign for Gap; while all advertising materials used "everyone in color", when the campaign was launched in English Canada, consumer reaction was virtually instantaneous "another American company failing to recognize that Canada is, in fact, not , not the 51st State.” This oversight on the part of the company cost the company to redo everything...... middle of paper ......ting [Online] Los Angeles: University of Southern California. Available at: http://www.consumerpsychologist.com/ (accessed September 3, 2011)Jones, V. (2010) “It's Not Black and White: Advertising and Race in Cultural Context”, Journal of Global Marketing, 2010, Vol . 23 Issue 1, p45-64 Craig, CS, Douglas, SP (2011) “Assessing Cross Cultural Marketing Theory & Research: A Commentary Essay”, Journal of Business Research, Vol 64(6), June 2011. pp. 625-627Stevenson, M. (2007) Taco Bell Prices Baffle Mexicans [Online] Seattle: The Seattle Times. Available at: http://seattletimes.nwsource.com/html/businesstechnology/2003937804_tacobell100.html. (accessed September 3, 2011)Public information (2011) L'Oréal International [Online] Paris: L'Oréal Group. Available at: http://www.loreal.com/_en/_ww/index.aspx?FROM=WW-Dispatch-LOREAL-CORPORATE. (accessed September 3 11)