Resumen

This project gives an approach of what constitutes the culture and the reasons why international firms, by trying to conquer foreign markets, have to consider it for doing advertising.

A literature review and an observation were made in this thesis and the goal is to find out if the culture really matters when doing advertising in a foreign country. This is taking into account Hofstede´s dimensions and other factors like traditions, values and language. In this particularly case observation was made by analysis of advertisements in Mexico and in Germany.

At the end of the research it is find that Hofstede´s cultural dimensions can be also reflected in the commercials. Nevertheless, Individualism and Masculinity are the two mainly dimensions that were observed in the TV spots analyzed. Therefore, Hofstede´s dimensions can be very helpful as a basis when an International marketer wants to expand their products and reach markets in other countries.

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Gaytán Ruiz, M. 2011. Design of marketing campaigns and cultural differences. Comparative study in Mexico and Germany. Proyecto Final Licenciatura. Administración de Negocios Internacionales. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Diciembre. Derechos Reservados © 2011.