Author: Hafizov, A.A.

Annotation: The article examines the influence of cultural differences on the perception and effectiveness of marketing messages. The author analyzes theoretical approaches to the study of intercultural communication phenomena in marketing, as well as the results of empirical research on the perception of advertising and its influence on the cultural factor. A conclusion is made about the need to take into account the cultural characteristics of the target audience in the development of effective international marketing communications.

Keywords: Marketing, intercultural communication, cultural differences, advertising effectiveness.

Pages in journal: 547 - 551