The standardization of advertising and marketing campaigns designed years ago by some multinationals causes the loss of their effectiveness due to cultural differences between the target countries. This is the conclusion reached by the Dutch Marieke de Mooij in her doctoral thesis on "Convergence and Divergence in Consumer Behavior", defended at the School of Communication of the University of Navarra. This research is particularly topical because of the conflicting positions between detractors and defenders of globalization.

The Dutch doctor based her study on a statistical procedure that links data from various independent research studies on this topic topic. This statistical analysis is based on the data of consumption of different product categories in various countries and makes it possible to measure convergence or divergence over time. The study shows that convergence in the consumption of three specific categories (soft drinks, detergents and cigarettes) is due to the dominance of a handful of companies and their global brands.

The author considers this case as an exception to the general rule , since, as far as other products are concerned, the standardized global advertising would not be equally effective in all markets. In her opinion, it would be wasted in those countries with consumption values different from those set out in advertising. The doctor reinforces her thesis by mentioning cases such as Levi's, a multinational that had to close its plants in Asia.

 

Lack of homogeneous cultural values

The professor's findings show that there are very few universal cultural values and that it is too risky to build on them with solid brands. In addition, research refutes the claim that there are new values that have emerged as a result of the so-called new Economics. In fact, the study reveals that consumer attitudes show solid stability after a certain period of time.

By stressing the close link between culture and consumption patterns, the Dutch researcher highlights "the error of a consolidated attitude of many marketing managers around the world: disregarding the analysis of the culture of each market and designing strategies by relying on a supposed globalization" which, according to the expert, does not exist and has no scientific basis.

In conclusion, the professor of the University of Navarra vindicates the figure of the public as the cornerstone on which all advertising and marketing campaigns should rest. In this way, the author advocates the recovery of an old approach of advertising science in its beginnings: the need to understand the recipients of the messages and to speak to them in their own language.