Cross-cultural Marketing Strategies in South Korea and America

A college student studying abroad in Madrid is Skyping her mom in Ohio right now. A YouTube video of Miley Cyrus dancing in a latex suit is being viewed by a teenager in Hawaii and a teenager in Australia right this second. A man from Japan and a woman from Germany are on eBay bidding on a Keurig coffee maker while you read this sentence. All of these day-to-day interactions are happening because of technological innovations that make information exchange quick, easy, and accessible. Technological advances, like the ones mentioned above, have made the world increasingly interconnected. These technological developments have opened up several media outlets for the advertising industry as a result. Agencies and corporations around the world now have the opportunity to position products globally and reach worldwide audiences through globalized media platforms. However, effectively marketing a product cross-culturally is not an easy feat. A message that may appear fun and light-hearted in one culture may come off as extremely offensive and rude in another. Therefore it is important for global marketers to develop messaging content and strategies that adapt to multiple audiences\u27 cultural differences while maintaining a consistent brand identity. This research paper will reveal effective cross-cultural advertising strategies and methods by answering the following question: How can advertisers effectively market a product cross-culturally in South Korea and America? To answer this question I will: Compare South Korean and American cultural dimensions Compare South Korean and American advertising appeals Explore current cross-cultural advertising methods and strategies Provide a solution for effective cross-cultural marketing in South Korea and America Provide a proposal for future researc