analysis of cross-cultural advertising communication marketing strategy in the culture（分析跨文化广告传播的文化营销策略）.docVIP

Analysis of cross-cultural advertising communication marketing strategy in the culture Abstract: Cross-cultural advertising communication and cultural environment in the audience to succeed, the key is to adopt a flexible culturally appropriate marketing strategies. This paper analyzes the cultural essence of marketing, advertising and cross-cultural communication and cultural products in the marketing strategy, marketing strategy, brand culture, marketing strategy and corporate culture were analyzed. Paper Keywords: cross-cultural marketing, cultural marketing strategy advertising culture Cross-cultural advertising communication is involved in different countries or regions with different ethnic and cultural differences in the dissemination of advertising and cultural activities. Cross-cultural advertising communication is the essence of the cultural environment in different cross-cultural communication activities. Cultural environment including the impact of a society’s basic values, attitudes, preferences and behavior of customs and other factors. Cross-cultural advertising success depends not only have strategic significance in the global advertising theme but also to adapt to different cultural contexts and audience market localization, because in some sense, the ad is actually built on the outside of a particular cultural background appeared, advertising is essentially a culture, a modern society, mass popular culture propagation effects of advertising AIDA model theory: effective advertising first to cause the audience attention, so that they remain interested in the advertising message, thereby causing their desire to buy, and finally encourage them to buy action caused the failure of many advertising AIDA effect, resulting in waste, the reason is that advertisers and their copy to ignore: the advertising is not just a simple marketing practices, it is also a complex and subtle cultural behavior , with social ideology, customs, cultural prejudi