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
References: View references in EconPapers View complete reference list from CitEc
Citations:
Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1075425324000711
Full text for ScienceDirect subscribers only
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:eee:intman:v:30:y:2024:i:6:s1075425324000711
Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/601266/bibliographic
http://www.elsevier. ... 601266/bibliographic
DOI: 10.1016/j.intman.2024.101190
Access Statistics for this article
Journal of International Management is currently edited by M. Kotabe
More articles in Journal of International Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().