Fifty Shades of Ads. The Influence of Cultural and Institutional Factors on Television Advertisement Expenditure

Wolfgang Messner and Monica Migliorini

Journal of International Management, 2024, vol. 30, issue 6

Abstract: Deciding how to allocate ad spending across media channels is a complex marketing choice that varies by country due to cultural and institutional factors. This descriptive study examines TV ad spending in 50 countries, finding higher TV budgets in economically underdeveloped, less internet-connected nations. Countries with greater uncertainty avoidance and power distance exhibit higher TV ad budgets, while those with more individualism and masculinity have lower TV ad spending. TV is favored in ethnically, linguistically, and religiously fractionalized and more religious countries. Understanding the local context while keeping a global view is crucial for an effective marketing strategy.

Keywords: Culture; Glocal strategy approach; International marketing; Media mix decisions; Television (TV) advertisement (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1016/j.intman.2024.101190

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