Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland

This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.

Assessing the cross-cultural applicability of tailored advertising – a comparative study between the Netherlands and Poland

Ewa Maslowska, Edith G. Smit and Bas van den Putte

Amsterdam School of Communication Research, University of Amsterdam

Introduction

Tailoring is an advertising strategy that is used to individually target consumers by matching messages to their personal information or preferences. Made possible by technological developments, tailoring has been broadly adopted as a component of the online advertising strategies used in different domains, including email marketing, online shopping and health recommendations (Ansari & Mela 2003; Tam & Ho 2005; Kalyanaraman &...

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