This article analyses and tests empirically the theory of cultural and cross-cultural customized communication, after having reviewed the recent literature on this topic focusing only on the domestic contest. From a methodological point of view, three focus groups were conducted, involving people belonging to three different ethnic groups (Italian, Albanian, Chinese) in Italy. Their perceptions of several Italian TV advertise- ments are compared. This analysis is based on Hofstede’s model of the manifestations of culture and it highlights points of convergence and differences. Some relevant managerial implications are derived.
Keywords: Culture, empirical research, cross-cultural communication, customized communication, cultural adaptation, points of convergence and differences.