Eleonora (Pavlova) Elbaz

Intercultural 'passenger-cars Advertisement': Comparison of Mainstream Russian, Austrian and German Cases, Focusing on the Culture-oriented Printed-marketing Approach Eleonora (Pavlova) Elbaz

The high competitiveness in the car industry gives incentives to the cultural marketing, since any car brand can be easily replaced by another, as they all serve the same purpose. For this research, two big cultures were chosen, the Russian and the German, as they have nearly a polar difference in values and orientations. The thesis presents a detailed impression of how marketing utilizes different tools in order to provoke consumer behaviour.