Cultural context and its impact on promotions for marketing campaigns and strategies It goes without saying that the influence of culture on marketing strategies and campaigns is significant. If a company does not or fails to understand key aspects of the culture in a market that is launching or managing a promotional campaign, there is a possibility that the objectives of the promotion may not be realized. Aspects of Culture The significance of cultural context on marketing campaigns and related promotions only intensifies when such programs are extended to other local, regional, or foreign markets. Although the undertaking would likely be formidable, committing resources to initiate cultural reconnaissance is essential if a company or organization is to achieve successful results in a promotional campaign that spans multiple cultures. When examining the scope of culture and therefore the context to which it might be applied, there are a number of key aspects that should first be outlined. It is absolutely crucial that when a company or organization is trying to launch a promotional campaign in a specific market, for example foreign market, culturally unique domestic market, not only common/well-known cultural traits and traditions are recognised; even subtle nuances need to be identified and incorporated into the promotion. A good example of when this didn't happen was the 1999 holiday campaign for Gap; While all collateral used “everyone of color,” when the campaign launched in English Canada, consumer reaction was virtually instantaneous “another American company that doesn't recognize that Canada is, in fact, not the 51st state". This oversight on the company's part cost the company to redo everything... half the document... [Online] Los Angeles: University of Southern California. Available from: http://www.consumerpsychologist.com/ (accessed 3 Sep 11) Jones, V. (2010) 'It's not black and white: advertising and race in cultural context', Journal of Global Marketing, 2010, vol . 23 Issue 1, p45-64Craig, CS, Douglas, SP (2011) 'Evaluating cross-cultural marketing theory and research: a commentary essay', Journal of Business Research, Vol 64(6), June 2011. pp. 625-627Stevenson , M. (2007) Taco Bell fare baffles Mexicans [Online] Seattle: The Seattle Times. Available from: http://seattletimes.nwsource.com/html/businesstechnology/2003937804_tacobell100.html. (accessed 3 Sep 11) Public Information (2011) L'Oreal International [Online] Paris: L'Oreal Group. Available from: http://www.loreal.com/_en/_ww/index.aspx?FROM=WW-Dispatch-LOREAL-CORPORATE. (accessed September 3 11)