INFLUENCE OF CULTURAL DIFFERENCES ON THE PERCEPTION AND EFFECTIVENESS OF MARKETING COMMUNICATIONS

Abstract

The article examines the influence of cultural perspective on the perception and effectiveness of marketing messages. The author analyzes the theoretical approach to the study of the phenomena of intercultural communication in marketing, as well as the results of empirical studies of the human cultural factor on the impact and impact of advertising. The necessity of taking into account cultural events in the open air when developing international marketing communications is concluded.