The impact of diversity and localization in advertising on creative performance: An experiment of AirConsole advertising on Facebook and Instagram

dc.contributor.authorMaréchal, Céline
dc.contributor.mentorRach, Markus
dc.contributor.partnerAirConsole / N-Dream AG, Zürich
dc.date.accessioned2023-12-22T16:44:28Z
dc.date.available2023-12-22T16:44:28Z
dc.date.issued2022
dc.description.abstractBrazil 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.
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/41463
dc.language.isoen
dc.publisherHochschule für Wirtschaft FHNW
dc.spatialBrugg-Windisch
dc.subject.ddc330 - Wirtschaft
dc.titleThe impact of diversity and localization in advertising on creative performance: An experiment of AirConsole advertising on Facebook and Instagram
dc.type11 - Studentische Arbeit
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.PublishedSwitzerlandYes
fhnw.StudentsWorkTypeBachelor
fhnw.affiliation.hochschuleHochschule für Wirtschaft FHNWde_CH
fhnw.affiliation.institutBachelor of Science
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Bachelor of Science