Robert Niemi

Date Approved


Degree Type

Open Access Senior Honors Thesis

Department or School


First Advisor

Dr. David Victor

Second Advisor

Dr. Ramona Caponegro

Third Advisor

Dr. Lewis B. Hershey


This bachelor thesis discusses new forms of advertising with respect to cultural communication. Specifically, it analyzes whether the Lewis Model of Cross-Cultural Communication needs to be updated with regard to programmatic advertising and millennials in the 21st century. In order to do so, a survey among internationals in various countries from different cultures was conducted to gather information. The survey consisted of 24 different questions on the participant's cultural background and their perception of programmatic advertising. Finally, this paper had to conclude that there was not sufficient evidence present in the survey to actually update the Lewis Model of Cross-Cultural Communication with a programmatic advertising element.

Included in

Marketing Commons