When East Meets West: The Effect of Cultural Tone Congruity in Ad Music and Message on Consumer Ad Memory and Attitude
Yung-Cheng ShenYuan-ze University
Ting-Chen ChenProcter & Gamble Co., Taiwan
INTRODUCTION
Global marketing activities frequently need to develop localised advertising campaigns for different markets around the world. In developing these advertising campaigns, cross-cultural elements are often integrated into these ads. For instance, global advertising usually employs local celebrities to endorse products. Cross-cultural elements serve a strategic objective: to better acquaint local consumers with particular products because the familiarity local consumers have with these cultural elements can help reduce...