Marketing Communications

232 CHAPTER 7 ADVERTISING

Advertising in a cross-cultural environment

Figure 7.6 shows some important components of culture. Each of these culture components

may have an impact on how advertising messages are perceived and should be framed to be

correctly understood by consumers in diff erent cultures.

Figure 7.6 The major components of culture

Comfort Bultex: sits like it fits. Business-to-business advertising.

Source : Reproduced with permission of Reticel NV. Comfort Bultex® is a Reticel registered trademark. Copyright © by Reticel NV. All rights reserved.

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