Abstract:

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance between these two countries. The results of a study whose objective was the assessment of the receptiveness of the MOTO campaign (Motorola's campaign on a worldwide level) in Brazil and in Mexico are presented. The paper encompasses similarities and differences in culture and values, understanding the level of communication elasticity and, finally, evaluating the possibility of a single communication campaign.