Local Market Intelligence: The Importance of Local Market Research in Foreign Advertising
Palviainen, Salla (2020)
Palviainen, Salla
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120426168
https://urn.fi/URN:NBN:fi:amk-2020120426168
Tiivistelmä
As the world has become more global, advertisers have concentrated less on their localisation efforts when it comes to advertising. As a result, there are more and more global standardised advertising campaigns that do not resonate with their local target consumers. The purpose of the thesis is to increase an understanding of local market intelligence and explore how cultural differences affect advertising. The study aims to find out how local market intelligence could help with foreign advertisements targeted to Finnish consumers to understand what kind of localisation efforts are needed in the Finnish market.
The thesis is based on deductive research approach and utilises both primary and sec-ondary data. In the theoretical part, secondary data is used to form the theoretical basis by examining local market intelligence, local market insights, advertising, and cultural differences, which are explored via Hall’s Iceberg Model and Hofstede’s Six Dimensions of National Culture to understand why localisation is important in advertising.
The empirical part is based on primary data gathered from a research survey, which studies how Finnish consumers react to advertisements targeted to them. The survey includes both quantitative and qualitative questions.
According to the study results, local market insights and Hofstede’s cultural dimensions apply to Finnish markets. Local market intelligence helps to create locally relevant advertisements and, thus, avoid cultural blunders. The results indicate that there is currently a trend towards localisation in Finnish markets and Finnish consumers feel that there is a need for localised advertising. Future studies are encouraged as local market intelligence is a fairly unknown subject, especially in Finland. Suggestions towards studying other cultures and age groups are given.
The thesis is based on deductive research approach and utilises both primary and sec-ondary data. In the theoretical part, secondary data is used to form the theoretical basis by examining local market intelligence, local market insights, advertising, and cultural differences, which are explored via Hall’s Iceberg Model and Hofstede’s Six Dimensions of National Culture to understand why localisation is important in advertising.
The empirical part is based on primary data gathered from a research survey, which studies how Finnish consumers react to advertisements targeted to them. The survey includes both quantitative and qualitative questions.
According to the study results, local market insights and Hofstede’s cultural dimensions apply to Finnish markets. Local market intelligence helps to create locally relevant advertisements and, thus, avoid cultural blunders. The results indicate that there is currently a trend towards localisation in Finnish markets and Finnish consumers feel that there is a need for localised advertising. Future studies are encouraged as local market intelligence is a fairly unknown subject, especially in Finland. Suggestions towards studying other cultures and age groups are given.