Cultural Differences in Advertising Between Scandinavian and Balkan Countries

Leevi Pohjosmäki

Master's thesis

Anotácia:

The aim of this study is study is to find out the possible cultural differences in methods of advertising, content of advertising, and marketing strategies between the two regions. The study uses professionals of the field from two countries from both regions (Norway and Finland from Scandinavia, Croatia and Serbia from the Balkan region) to find out if there is a cultural differences, and if there is, what the differences are. The study uses a qualitative method in the form of interviews with professionals.

Abstract:

The aim of this study is study is to find out the possible cultural differences in methods of advertising, content of advertising, and marketing strategies between the two regions. The study uses professionals of the field from two countries from both regions (Norway and Finland from Scandinavia, Croatia and Serbia from the Balkan region) to find out if there is a cultural differences, and if there is, what the differences are. The study uses a qualitative method in the form of interviews with professionals.

Keywords

Sociology and advertising, advertising and culture, advertising in the Balkans, advertising in Scandinavia, marketing and culture

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 4. 5. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 6. 2021
• Vedúci: Mgr. Jitka Cirklová, M.A.
• Oponent: MSc Mirela Moldoveanu

University of Finance and Administration

Master programme / odbor:
Marketing Communication / Marketing Communication