InterAccess, Inc. - Advertising Agency

»Cross-cultural
Consulting

Translation alone is not sufficient. When addressing an ethnic community, simple translation of a sales message does not suffice. Successful culture-oriented marketing efforts take into account a number of essential factors:

Unique historical and cultural attitudes

Lack of free-market experience resulting in difficulty when making judgments and comparisons in the marketplace

Inhibitions about consumer spending

Unfamiliarity with Western marketing concepts

Hostility toward and mistrust of advertising

Lack of brand loyalties

Importance of native language and informal channels of information

845 West End Avenue Suite 4B, New York NY 10025, tel. 212 961-0059, fax 212 663-6863, e-mail inter@interaccessinc.com

Cross-cultural Consulting