Excerpt from Term Paper:

.... advertising strategies can be defined in the two dominant groups of market differences and consumer differences (Kanso, Nelson, 2007). Beginning at the cultural level, the thought leadership of Geert Hofstede defines cultural variations by power distance, individualism, masculinity, uncertainty avoidance, and long versus short-term avoidance illustrating the major influences these factors have on communications strategies (Hofstede, 2008). The development of international advertising strategies, to be successful, must be consistent with cultural requirements, and Hofstedes insights and research are used often by many global advertisers to attain better alignment on their messaging to the unique characteristics of a given culture.
In creating international advertising strategies the major market differences of economic factors, variations in media environments, maturation of category development, and most importantly, competitive position all influence how a given international advertisement (Melewar, Vemmervik, 2004) is created and implemented. Consider the global launches of Starbucks, a company known for its core strength at new product innovation, and how their approach varies by global region to capitalize on the companys unique strengths. Consumer differences are anchored in cultural variations, well defined by Hofstede (Hofstede, 2008), leading to communication syntax, branding experience variations, perception and experience differences that are defined first by

Need this essay? If it's not quite what you're looking for there are over 50,000 more to search from, so you can find the term paper or essay that meets your needs.