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  • Global Advertising Research

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    Daniel Villamizar Echeverry
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    This document discusses global advertising research and understanding the cultural values of consumers. It outlines different mental processes, social processes, and cultural values that influence consumers. It also examines how advertising style, brand positioning, advertising appeals, and strategies can be adapted across cultures based on cross-cultural advertising research.

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    This document discusses global advertising research and understanding the cultural values of consumers. It outlines different mental processes, social processes, and cultural values that influence consumers. It also examines how advertising style, brand positioning, advertising appeals, and strategies can be adapted across cultures based on cross-cultural advertising research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views1 page

    Global Advertising Research

    Uploaded by

    Daniel Villamizar Echeverry
    This document discusses global advertising research and understanding the cultural values of consumers. It outlines different mental processes, social processes, and cultural values that influence consumers. It also examines how advertising style, brand positioning, advertising appeals, and strategies can be adapted across cultures based on cross-cultural advertising research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Global advertising research – understanding cultural values of consumers

    Mental Consumer Social


    processes The self processes
    Personality,
    Image
    Information processing Cultural Motivation
    Categorisation values Emotion
    Abstract-concrete

    Advertising style Brand positioning Advertising appeal


    Advertising strategy

    Communication and culture, purpose of advertising


    advertising

    How advertising Works across cultures


    Cross-cultural advertising research

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