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    Publikation
    The impact of diversity and localization in advertising on creative performance: An experiment of AirConsole advertising on Facebook and Instagram
    (Hochschule für Wirtschaft FHNW, 2022) Maréchal, Céline; Rach, Markus; AirConsole / N-Dream AG, Zürich
    Brazil is very diverse, in comparison Finland is among the most homogenous countries in the world. The level of English knowledge in the countries is also different. In Brazil, only 5-12% of the population speak English whereas in Finland 70% of the population can easily take part in an English conversation. AirConsole has previously promoted the gaming platform through performance marketing on Meta (previously Facebook). Because of the restricted budget, the production of video ads was limited. Sufficient testing on the impact of racially diverse actors and localization was not done so far.
    11 - Studentische Arbeit