The honey, the bear, and the violin: The Russian voices of Israeli advertising

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.