PT  - JOURNAL ARTICLE
AU  - Nelly Elias
AU  - Leah Greenspan
TI  - The Honey, the Bear, and the Violin: The Russian Voices of Israeli Advertising
AID  - 10.2501/S0021849907070110
DP  - 2007 Mar 01
TA  - Journal of Advertising Research
PG  - 113--122
VI  - 47
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/47/1/113.short
4100  - http://www.journalofadvertisingresearch.com/content/47/1/113.full
SO  - J Advert Res2007 Mar 01; 47
AB  - Despite the growing economic significance of immigrant consumers in most Western societies, there is no known study that has empirically investigated the effectiveness of advertising campaigns, which purposely addresses the immigrants' special needs, values, and cultural characteristics. Hence, the present study aims to fill this gap through examination of the effectiveness of different advertising and marketing campaigns specifically designed to attract immigrant consumers, in the case of immigrants from the Former Soviet Union in Israel. In this way, the research contributes to a better understanding of targeted advertising specifically designed to meet immigrants' cultural needs and assists marketers and advertisers who aim to target immigrant communities in other national contexts.