What Advertising Strategies Did VW Jetta Use to Promote in China and the United States?
- DOI
- 10.2991/assehr.k.220401.217How to use a DOI?
- Keywords
- Cross-culture; international trade; marketing communication
- Abstract
With the increasingly obvious trend of globalization, the market of various countries is closely linked, and the world market is forming. However, top management in companies that work internationally sometimes overlook the importance of the invisible barriers that cultural differences create in marketing communication. As cultural differences have a profound influence on the process of brand internationalization and global marketing, businesses must pay more attention to those factors. Failure to place marketing strategy in the cross-cultural context of the countries where a company is doing business will work to the detriment of global marketing and public relationship. [1] What’s more, international advertisement promotion has become one of the most common ways for companies to enhance the pace of internationalization, which can help them to compete with others in global marketing. According to the background information listed above, the purpose of this case study report is to examine how Volkswagen Jetta used different advertisements in China and the United States to adapt to the diverse national cultures including elements of pragmatism, individualism/collectivism, low/high context, and sexism.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Tianyi Zhang AU - Shaoke Li PY - 2022 DA - 2022/04/08 TI - What Advertising Strategies Did VW Jetta Use to Promote in China and the United States? BT - Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022) PB - Atlantis Press SP - 1146 EP - 1150 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220401.217 DO - 10.2991/assehr.k.220401.217 ID - Zhang2022 ER -