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 & Sundar 2006; Noar et al. 2007). However, little attention has been paid to tailored product advertising, as noted by Yu and Cude (2009).