How Far Does the Apple Fall From the Tree? Advertising Preferences in Spain and Mexico

This research examines which cultural values are important in Spain and Mexico and then relates those findings to the degree of customization required in those markets to yield positive attitudes toward the advertisement. Respondents (N=356) viewed print ads using an experimental design, with results showing total customization of the language and visual portion of the ad was preferred for all four products, but it was most important for ads with emotional appeals. The driver of significant differences in ads which were product-attribute driven was the language (dialect) used. Thus, standardization would not be feasible even in these similar markets.