One of the characteristics of globalisation is the increased level of standardisation in international marketing communications, and advertising in particular. As it has been a decade since the formation of European Union, it is imperative to re-assess how advertisements are perceived and consequently embraced in different nations, when audiences apparently have different cultural backgrounds.
This cross cultural study compares UK and Spanish perceptions of 16 carefully selected advertisements, where their consequent perceptions and levels of recall were tested. A stratified sampling process was used to generate 150 UK and 150 Spanish audiences in a survey. The valid samples for analysis comprised of 298 cases.
The results indicate that there is no significant difference in the levels of recall of the selected advertisements between the UK and Spanish audiences. Furthermore, evidence suggests that there is no significant difference in the way that the sample audience relate the advertisements to their own cultures. Nevertheless, the results revealed that there are significant differences in abilities of advertisement recall amongst different age groups, which suggest that some age groups are more prone to advertisement sensitivity than others.
These results are encouraging for both academics and practitioners as the standardisation of pan-European advertising campaigns can be recognised as a viable option, and the economy of scales of advertising can be exploited.