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Article
Cross-Cultural Attitudes on Commercials: A Multi-Country Survey
Dainora Grundey
ABSTRACT. Planning advertising in the international market usually a great importance is paid to research of international environment. Culture is one of the international environment elements, which has to be analysed in order to avoid mistakes and losses. Such a big attention to the cultures and their differences in the international market enable to appear cross-cultural marketing and its research. Organising advertising in the international market several issues could be distinguished which are dealt in this paper – “What are the most important national culture elements?”, “Which advertising elements and traits are important to commercial users?”, “What level of standardisation or adaptation has to be applied in the appropriate market?”.
KEYWORDS: cross-cultural advertising, globalization, standardization, global-local-glocal advertising strategies, TV commercials, Germany, Scotland, Lithuania, Russia.
JEL classification: Z0, M39, F01, M3, P2.