Using Web-Based Foreign Advertisements in International Marketing Classes

Abstract

The author examines the use of the Web-based foreign advertisements for enhancing the international awareness of undergraduate marketing students. An analysis compares the adaptation of advertisements for identical products to the cultural perceptions and values of consumers in different countries. In a sample of 110 international marketing students, 41% rated the analysis of foreign advertisements as "useful" and 41% "highly useful"; 71% of students observed highly significant differences between foreign and domestic advertisements, 29% perceived moderate differences.