International Campaign Strtegies Under Inter-cultural Communication Background

The paper proposes a series of adaptive international campaign strategies by analyzing the inter-cultural communication environment. First, it analyzes the international campaign environment. Culture and international communication are defined with six basic principles. After that, the paper analyzes the relationship between inter-cultural communication environment and international campaign. In the part of campaign strategies, there are four. 1, creative strategy—cultural difference and advertising presentation, 2, global product with a local touch, 3, how to choose an agency in international campaign, 4, how to choose communication media in international campaign environment. Apply Hofstede's cultural variability dimension theory to analyze advertisements and reach the conclusion that cultural share hypothesis may settle the problems which are raised by cultural difference.