Foreign cultural features in advertisement and their impact on the major society consumers’ behavior

Ing. Sergey Ioch

Master's thesis

Abstract:

The aim of this thesis is to study the creation of advertising campaigns for foreign markets, taking into account their cultural characteristics, as well as analysis of the impact adapted and standardized advertising on consumer behavior. In this paper was studied the experience of international companies in the field of international promotional products. The author in his work considered successful and unsuccessful examples of marketing and advertising campaigns of the world level. The practical part contains qualitative research and analysis adapted and standardized advertising on the example of the Russian market. In conclusion, the author draws conclusions based on the results and gives some recommendations for the development and adaptation of international advertising campaigns.

Abstract:

The aim of this thesis is to study the creation of advertising campaigns for foreign markets, taking into account their cultural characteristics, as well as analysis of the impact adapted and standardized advertising on consumer behavior. In this paper was studied the experience of international companies in the field of international promotional products. The author in his work considered successful and unsuccessful examples of marketing and advertising campaigns of the world level. The practical part contains qualitative research and analysis adapted and standardized advertising on the example of the Russian market. In conclusion, the author draws conclusions based on the results and gives some recommendations for the development and adaptation of international advertising campaigns.

Keywords

Advertising, international marketing, consumer behavior, cultural features, adaptation, standardization, global market, focus group, advertising campaign, promotion, commercial, research, analysis

Language used: English

Date on which the thesis was submitted / produced: 23. 7. 2015

Thesis defence

• Date of defence: 28. 8. 2015
• Supervisor: Mgr. Dagmar Sieglová, M.Ed.
• Reader: PhDr. Marie Koubová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication