Abstract: When launching an advertising campaign with multi-cultural audiences, some advertisers, tend to forget the fact that they are dealing with more than one culture; especially when dealing with sensitive issue such as racism against international students where every culture experience and deal with this matter differently. This is a problem because a successful campaign for a group of target audiences can simply be offensive or irrelevant to the others. This will result in the failure to deliver key message to the target audience as well as damaging brand image. Understanding target audience by recognizing different culture and their unique communication system can be the solution to this problem. By doing so, advertisers increase their chances of producing a successful campaign that communicate the message across efficiently to target audiences from different cultural backgrounds.
Author: Rika Ninomiya