广告的五十度。文化和制度因素对电视广告支出的影响

IF 5.9 2区管理学 Q1 MANAGEMENT

Journal of International Management Pub Date : 2024-12-01 DOI:10.1016/j.intman.2024.101190

Wolfgang Messner , Monica Migliorini

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引用次数: 0

摘要

决定如何跨媒体渠道分配广告支出是一个复杂的营销选择，因文化和制度因素而异。这项描述性研究调查了50个国家的电视广告支出，发现在经济不发达、互联网连接较少的国家，电视预算更高。不确定性规避和权力距离较高的国家电视广告预算较高，而个人主义和男子气概较强的国家电视广告支出较低。电视在种族、语言和宗教分化和更宗教的国家更受欢迎。了解当地的情况，同时保持全球视野是一个有效的营销策略的关键。

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

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.

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来源期刊

Journal of International Management MANAGEMENT-

自引率

9.80%

发文量

审稿时长

81 days

期刊介绍： The Journal of International Management is devoted to advancing an understanding of issues in the management of global enterprises, global management theory, and practice; and providing theoretical and managerial implications useful for the further development of research. It is designed to serve an audience of academic researchers and educators, as well as business professionals, by publishing both theoretical and empirical research relating to international management and strategy issues. JIM publishes theoretical and empirical research addressing international business strategy, comparative and cross-cultural management, risk management, organizational behavior, and human resource management, among others.