Paper Title
EFFICACY OF CROSS-CULTURAL ADVERTISING BEFORE AND WHILST THE NEW-MEDIA ERA IN INDIA: CASE STUDY ON MULTINATIONAL BRANDS
Article Identifiers
Authors
Poojaa Nair
Keywords
Multinational Brands, Cross-cultural Advertising, Indian Market, Hofstede, New-media
Abstract
Cross-cultural advertising has become an essential part of marketing strategies in today's globalized world. India has been a profitable market for many multinational companies even before the emergence of new media. Multinational brands, utilizes the benefits of cross-cultural advertising to expand their reach on to countries that are rich in cultural diversity, like India. Advertising, being a powerful tool of marketing, it becomes imperative to understand various advertising strategies used by multinational companies to uphold their brand equity in India. This study aims to investigate the effectiveness of cross-cultural advertising before and during the new media era in India. To entail this effectiveness, the focus is given on five selected multinational brands, namely Lifebouy, Maggi, Colgate, Bata, and Nokia. These brands have established their presence in the Indian market over a long period. The study examines the advertising strategies and techniques used by these brands to penetrate the Indian market and build their brand equity since its initiation in India. The findings of the study provide insights into the effectiveness of cross-cultural advertising in the Indian market. Emphasis is also laid upon the role that new-media have in effective advertising.
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How To Cite (APA)
Poojaa Nair (May-2023). EFFICACY OF CROSS-CULTURAL ADVERTISING BEFORE AND WHILST THE NEW-MEDIA ERA IN INDIA: CASE STUDY ON MULTINATIONAL BRANDS. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(5), g46-g59. https://ijnrd.org/papers/IJNRD2305605.pdf
Issue
Volume 8 Issue 5, May-2023
Pages : g46-g59
Other Publication Details
Paper Reg. ID: IJNRD_196107
Published Paper Id: IJNRD2305605
Downloads: 000121980
Research Area: Arts
Country: Trivandrum, Kerala, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2305605.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2305605
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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
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