Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

Dr Shaun Seixas
Peter Pynta
David Hearn
Dr Richard Silberstein

Neuro-Insight / Dentsu Mitchell

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.