The impact of culture in TV advertising behaviour: an exploratory study in Southeast Asia

With the growth of globalisation, marketing activities are bound to become more complex, as they are significantly influenced by environmental factors that differ from one country to another. These factors, and especially culture, create opportunities and threats to multinational companies’ behaviour in relation to TV advertising in different markets. This study investigates cultural diversity in Southeast Asia and its influence on TV advertising behaviour adopted by multinational companies operating in the region. A deductive approach to study was undertaken, supported by secondary and primary data, using e-mail questionnaires sent to 150 multinational companies operating in Southeast Asian countries. This study identified that the influence of culture on TV advertising effectiveness is very profound. Interestingly among the cultural elements, language and religious differences seem to greatly affect the decision on the degree of adaptation and standardisation of advertising in Southeast Asian countries.