Advertising practitioners and academics have long focused on adaptation of marketing communications when entering foreign markets. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences and level of country development. A content analysis of outdoor advertisements randomly sampled from a major city in 12 different countries was completed. The analysis focused on the number of information cues and types of cultural appeals. The results find that countries with lower levels of development have more information cues. The results for cultural appeals were not as clear. This may be due to the size of the sample, or related to simplicity and directness in outdoor advertising design.
Baack et al. (Fri,) studied this question.
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