Chapter 13

Aligning strategy to cultural differences in advertising management


This chapter is intended to help you:

  • Understand the cultural aspects of today’s society.

  • Understand the similarities between multiculturalism, polyculturalism and “whole market” approaches in advertising.

  • Understand the nature of process and perspective in adopting a multicultural approach.

  • Discover the importance of specific tactics for building a multicultural workforce, which can then lead to better multicultural messages.

Working in the advertising industry—or most industries today—you will be working with people from a variety of culture. In Chapter 6, we talked about strategies for managing people in a multicultural workplace, and the ...

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