2.6 Conclusion

The literature review of cross cultural differences in marketing communications provided with deep understanding of research area for further work. The major part of prior studies was focused at linkage between Hofstede cultural dimensions and their implications in the field of marketing communications. Particularly, newer form of media such as online marketing was considered.

Existing literature about topic will be connected to result chapter in order to evaluate findings and analyse whether there are any cultural aspects, which should be taken into account by companies when applying marketing activities in Russia and Ireland.

Research questions:

1. What national specific values (symbols, non-verbal communications, language, cultural background, social beliefs, something unique) do you implement in marketing communications for Russia/Ireland? What is the difference in advertising for these 2 countries?

2. If the marketer is not Irish/Russian what should he/she be aware of or avoid in marketing communication message for Russia/Ireland?

3. What tactic do you use for advertising in Ireland and Russia - “from smallest to largest”, that implies creating advertisement for every single nation, considering target market features and preferences. Or “from largest to smallest” method that means adjusting already existing marketing communications to national settings?

4. Are there any aspects of marketing communications, which can be standardized? How could the same (standardized) communication message work for both countries?

5. What is the most important topic to concentrate on in promotional message - product benefits and its features or additional free amenities, services, gifts?

Questions in terms of Hofstede dimensions:

6. Power distance: what style is used in advertising, whether humour is widely used or context should be based on formality, luxury?

7. Individualism/Collectivism – what is more suitable/usual to see a group of people (friends/family) or an individual in marketing communications?

8. Masculinity/ Femininity – is it important to show as many destination characteristics as possible so that a tourist will evaluate its value for himself, or is a high level of information about the destination in ad is not highly important?

9. Uncertainty avoidance: How Irish/Russian tourists purchase your tours – online or through tourist agency?

10. What mostly appeals (images, destinations) to the emotions of audiences (create emotional bonding)? With what might customers empathize?

11. Do you use social media and “word-of-mouth” (bloggers, opinion leaders) tactics for promotions? What effect (result )do they produce for Irish/Russian ?

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