4.5 Theme 3: Culture and cultural dimensions of Hofstede in marketing communication context

4.5.1 Subtheme 1: Hofstede’s dimensions and their application to marketing communications

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

We try not to use too much humour because, as I was trying to explain in question 2, we don’t think Russian people are as receptive with humour, jokes or with being closer, as Irish guests.

Tourism agency “I”;

That an interesting one, Irish have a great sense of humor…and it is unusual humour ..humour doesn’t always travel , and it woud be difficult transform that into different markets, sense of humour is different to Germany, to Britain and Russia. So, as much as we would like to use humour it is isn’t always an easy transform to use while history is more grounded facts . We have lots of history to share and lots of buildings that represent history very well. It isn’t risky …relevant themes we would use than humour, because humour is quite a personal thing , one sense of humour is different to other …. So if we use humour it may work for some people and may not work for others . It is a difficult one, sometimes we are advertising quite warming, engaging and friendly more than our competitor…and also music is something that works very well.. Also Christianity in the sense for what you live and the Irish sense you involved and you are welcomed in

that is the better to use than humour … Humour is a tricky platform to use. …Sometimes humour is spoken and it an moment , you formulize it and put it in … but it loses its magic . Humour is a very tricky devise to get working effectively and appealing to everyone . .. It is a very difficult approach to adapt. Sometimes you need advertise that work over time but humour has very short wave , it work when you see once or twice but it may not have longevity that historical themes, cultural things do have.

Tourism agency “R”;

Irish – humour

Russian… I think convenience is becoming more an issue??? When you go to one place and buy lots of different things and I think particularly in Moscow because it is such as magnificent traveling city ????????

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

I guess it completely depends on the size of the company.

what is more suitable to see a group of people(friends/family) or an individual in marketing communications ?

And by this I meant what kind of ads for influential for Irish and Russian.

For example, in Hofstede cultural dimensions it's explained that people who have high level of collectivism in society prefer ads with a group of people, while more individualistic cultures are focused at one single individual and his benefits. Do you know what I mean??

I’m sorry but we haven’t noticed any difference at that point. We actually try not use people in our adds in order to make it easier that they apply to more than one market.

Tourism agency “I”;

It is a mixture…we do scenery images, but a lot of Ireland is connected with people people of Ireland involved. ..We use festivals ..and things..So people are interested in the sense of welcome… you always show that they are involved. In certain markets you might want to see more scenery. So if you live in German city or French city, you want to get away from the cars and that people like seeing scenery rather than people. And we know that American like seeing castles because they don’t have castles in America, so they like to see castle. We do adjust a message for different markets over the overall theme. We know that British consumer would like to visit the pubs in Dublin and they may like to have social engaging, while the visitors from France might want to study scenery and just sheep and caws rather than people. We have mix of contents that we customize in a market. In digital media you have more flexibility to use different forms of communications.

Tourism agency “R”;

It is depends a lot on the product …unique or elitist ..or something specific … which associated with ….

…In tourism destination I think for it is a couple usually… for Russian – not a solitude, they cant travel like this.. If you sell in Russia, Morocco or Ireland – it a couple usually …the association of travelling in groups, family is negative usually overall.. the attitude to travel with family is negative, hassle difficult complicated …children, more rooms to book , more expensive …so conchionsly negative impression …while a traveller with his girlfriend or his boyfriend is romantic, easy image , freedom association with it , excitement and positive emotions … I think in general couple would be optimal image.. for tourism..

It is for both countries. Because if you look in plane or destination statistics … people travel usually with partners, …very rarely with children..

8. Is it important to show as many destination/hotel characteristics as possible so that a tourist will perceive value or a high level of information about the destination/hotel in ad is not highly important?

Completely agree. As much as possible.

🔴8. Is it important to show as many destination/hotel characteristics as possible so that a tourist will perceive value or a high level of information about the destination/hotel in ad is not highly important?

Here I meant what Irish and Russian want to see - all characteristics in ad are equally important for both Irish and Russian?

I think Russian explore in detail websites, pictures and reviews much more than Irish or other countries do. However as I explained before, I would also say that it is not only about how many (which it also is) but also about content.

Tourism agency “I”;

Not particularly. The things we talk about are music, literature, things which well known such as dance music but not but when it comes to what people purchase …Once they come to Ireland our job is being done . They will always buy souvenirs and things which symbolic of Ireland …. But often they come because they heard about its beauty … in that term the TV programmes have shown them books they may read about Ireland but they don’t promote the gifts …Once they are here our job is done and they alsways would spend money on souvenirs.

We marketing the destination we are not selling any “products”….Once people are interested in Ireland they will go to TripAdvisor and they will look at hotel, prices, the facilities but in many ways hotels in Ireland are world standard but yes some hotels include that .In many ways people want a competitive price for the room, benefits come secondly …, traditionally you will always will have breakfast included now I think the normal is that breakfast isn’t included, some people like small breakfast and some people big breakfast. We dont have commercial role we are just here to promote and drive interest in Ireland but hotel …. If People decide go to hotel through search engines they will compare what facilities are included but that wouldn’t be our responsibility …it is of hotel websites.

Tourism agency “I”;

Ireland is a premium product it is not cheap destination, it relatively cheap to get here …it is a premium product appealing to more higher customer , the age profile is older then some other destinations …encourage people to have quality experience … We certainly indicate here what you get here is quality experience : the quality accommodation, the quality of food, entertainment , we don’t targeting backpackers, we are not targeting students , although they do love come here… If someone older they do know what they are upscale, they expect a premium product . We believe ewe provide value but Ireland is not a cheap destination either.

Tourism agency “R”;

I think it is right (agreed with theory)

If you look at such examples as cereals …. There will be accent on benefits whereas here (in Russia) it is much more concentration on the image , life-style , metaphysical associative benefits . …but I think you a correct about ………….

Ireland tends to be more practical, benefits …while in Russia it is more associative … in Russia they often use famous local celebrities..they are famous because they become well known actors

…But it is all about image and not about life style . some of them migt have horrible lifestyle , he drinks . he does something what is not cool, but the question is that what is the association with him which is more positive?...it is respect or the arts perhaps , traditions..the connection to famous actors …It would not work in Ireland …

4.6 Theme 4: Worldwide practices in addressing cross –cultural differences in marketing communications

4.6.1 Subtheme 1: “From smallest to largest” and “from largest to smallest” approaches

3. Do you create ad for every single nation with regards to its mentality or you adjust already existing ad to Russia and Ireland?

We actually don’t. We know that the ideal advertising campaign would include cultural difference and it would be perfect if you could make a different campaign for each market. However, we have a specific budget for marketing and advertising and it is not enough to do that, therefore we just have a global campaign (usually in English and/or Spanish) with same content for everyone.