Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 3
First page : ( 49) Last page : ( 67)
Online ISSN : 2277-6621.

Cultural Orientation in Cross-Cultural Marketing Communication: A Study on Advertising Executives in India

Mr. Mohanty Sandeep Kumar

Research Scholar, IIT, VGSOM, Kharagpur, India

Online published on 4 June, 2015.

Abstract

Message is the vital element in marketing communication. Mostly in a cross-cultural setting, marketing communication requires a better understanding of culture. Advertisement as a form of marketing communication deals with consumers’ cultural exposure and cultural sensitivity. So the question arises how advertisement executives perceive culture while creating and executing advertising message in a cross-cultural setting. This research paper is a critical analysis of the understanding of cultural elements by advertising executive in the formulation of advertising messages in a cross-cultural marketing environment. In this regard a comprehensive literature review has been conducted to identify major cultural elements emphasized by eminent cross-cultural researchers. Based on the literature review a pilot study was conducted to develop a questionnaire. An online survey was conducted with 74 advertisement executives who have been associated directly or indirectly in any advertising message formulation. It is found that understanding of culture is not one-dimensional. Culture can be perceived as code or context; it can be influenced by globalization and national culture; it has scope for cultural paradox and transcultural entities. The study has considered respondents involved both print and electronic media advertisings campaigns and most of them are from eastern part of India. The study has major implications for advertising agencies and any form of marketing communication that deals with projects targeting cross-cultural customer base.

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Keywords

Marketing Communication, Advertisements, Advertising Message, Advertising Agencies, Cross-Cultural M.

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