Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia
Cultural diversity in modern consumer markets the world over has become a key planning consideration at every level of an organisation – from community groups to federal governments; local traders to multi-national corporates.
Advertisers face a significant challenge with the inherent need to appeal to a mass-market audience while ensuring personalisation through global and cultural sensitivities.
P&G's recent admission that they had overly targeted through Facebook advertising is a prime example of how striking this balance is a delicate matter. New evidence suggests that cultural sensitivity, whilst an essential dimension of contemporary creative design, is more important under certain circumstances than in others.