2.2.1 The reflection of national features in promotion content

Marketing communication literature mostly tends to support the opinion that advertising content differs among countries with diverse cultural identities. Indeed, this statement is formed with respect to reflection of values and social foundations of each target country (Guang and Trotter, 2012). For example, if Chinese local commercials reflect traditional values and also trend towards contemporaneity, American commercials represent individualism and valuable product characteristics (Lin, 2001). On the one hand, with regards to Ireland and Russia in a marketing context, it might be supposed that the reflection of individualism in advertising might be more eye-catching for Irish consumers, rather then for Russian, bearing in mind that Ireland is a Western country. However, there was a study about perception of the same advertising content among culturally similar countries (Poland, Hungary, Czech Republic ,Croatia) which proved that despite similarities in cultural dimensions, customers´ emotional reaction patterns might be affected by national cultures and varied significantly, though certain similarities were identified as well. These results have relevant implications for marketing, questioning standardized advertisement messages when using regional groupings (Aaker et al., 1997). National features, traits, and values incorporated in commercial context for various cultures might be appealing in greater or lesser degree (Munson and McIntyre 1979). Therefore, comprehension and determination of national cultural norms are more likely to form a clear message and avoid misinterpretation in marketing communications (McCracken, 1987).

2.2.2 Cultural awareness about differences and similarities in marketing

Marketing academics argue that cultural awareness is necessary because it gives an initial sense of who people are and a basic understanding of how they might react towards promotions (Harris and Moran, 1987). Similarly, the scholars claim that cultural factors tend to influence marketing, the consequences when marketers aware of and receptive to cultural differences are eventually better (Yan, 1994). However, it doesn’t mean that marketing communications should be aimed at cultural differences only, it is more beneficial to look for similarities as well for further marketing adjustment. Thus, some elements of marketing communication messages might be standardized, while others should be more adjusted for buyers. Such skillful work with cultural similarities and differences in cross-cultural marketing is a comprehensive way to create marketing communication messages (Guang and Trotter, 2012).

2.2The impact of culture on marketing communication process

2.3.1 The influence of marketing promotional message on culturally different customers

Cross-cultural marketing communications are formed in accordance with discovered cultural variables, which influence perception of people. These variables should be employed for clear buyer’s understanding of marketing promotional message. In practice, already identified cultural factors are used with consequent revealed new ones that suit a certain situation. Classic anthropological findings support the idea that marketing communication context should be shaped, impacted and changed by cultural context of people who involved (Hall, 1976). The influence of cultural identity at marketing communications can be assessed from several perspectives.

The same marketing promotional message affects culturally diverse customers differently with consequent consumer purchase choice and product use. This statement was formed in accordance with analyses among customers in Denmark, Great Britain, France, and Germany. It was identified that cross-cultural factors impact people’s shopping for food with respect to different reaction and perception of marketing communication message. Specifically the use of the food-connected lifestyle attributes, which presented in promotions, helped to identify what is more important to see in promotional message for each nation. It can be exemplified by certain product range or concentration at product characteristics in advertisement, which can motivate some for purchase and be neutral for others (Brunso and Grunet, 1998). Indeed, advertising met shared values, symbols and noon-verbal communications enhance affect at some and leaving neutral others. Particular cultural patterns of people’s behaviour are learned and culture is shared. And, for example, non-verbal communication is not only shaped by factors such as gender and personal features, but is also affected by cultural identity. Individuals who are culturally, linguistically and racially similar might be able to more accurately read the non-verbal behaviour of each other or promotional message (Gabbott and Hogg, 2000). It means that national culture impacts the effectiveness of promotional practices as well. Thus, for example, if in Japan it is a successful practice to emphasize on additional benefit as a gift in a promotional message, in other cultures it can be considered as a bribe and an insult (Arunthanes et al., 1994). This idea might be linked with TripAdvisor research in hospitality context for practical use in marketing communications. It was found out that the more amenities, additional services, benefits included in addition to hotel room, the more likelihood that this room will be purchased by Russian tourists, while this factor is not as significant for some other nationalities (TripAdvisor, 2016).