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A STUDY OF CROSS-CULTURAL DIFFERENCES IN ADVERTISING AND ITS EFFECTS ON THE CONSUMER BEHAVIOUR IN INTERNATIONAL MARKETS

Abstract

This study looks at how cross-cultural advertising affects consumer behaviour. The study's objective is to determine whether cultural variations in marketing have an impact on customer perceptions towards goods and services. The study is founded on an analysis of prior research and a poll of customers in several nations. The study examines how cultural variations in values and communication practises affect the efficacy of advertising in various nations. The study looks at how language, humour, and visual components are used in ads across cultures. The results show that consumer views regarding ads are greatly influenced by cultural variations. Ads that are catered to consumers' cultural values and communication preferences are more likely to elicit favourable responses from them. For marketers and advertisers that seek to broaden their worldwide reach, the report has ramifications. Marketers may produce effective commercials that connect with consumers in many cultures by recognising the cultural variances in advertising. The study also emphasises how crucial cultural sensitivity is, as well as how language and images in cross-cultural advertising must be carefully considered.

Introduction

Introduction

Companies must adapt their advertising techniques to broad consumers in various cultures as the globe becomes more globally connected. The efficiency of advertising efforts and consumer behaviour on the global market can be significantly impacted by cultural variations. Therefore, for businesses aiming to grow worldwide, a grasp of the effects of cross-cultural variances on advertising and customer behaviour is crucial. The purpose of this study is to examine how advertising varies across cultures and how that affects consumer behaviour in global markets. This research aims to offer insights into how businesses will develop efficient advertising strategies for varied audiences by looking at how various cultures react to advertising messages. The success of advertising efforts will be significantly impacted by the cultural values, attitudes, and beliefs of customers (Voyakina, 2021). Therefore, the purpose of this study is to examine how culture affects advertising messaging and customer behaviour. The use of language, symbolism, and images in advertising methods as well as other cultural variations will be examined in this study. It will also examine how these variations affect customer behaviour.

The influence of globalisation on marketing tactics and customer behaviour cannot be understated as the globe becomes more linked. This study will investigate how corporations handle advertising in the worldwide market as a result of globalisation. Last but not least, this research will offer perceptions on how businesses will create efficient advertising tactics for various audiences in the global market. It will look at the elements, like as language, symbolism, and images, that businesses must take into account when creating advertising campaigns for other cultures. This study seeks to offer a thorough knowledge of cross-cultural variations in advertising and their implications for consumer behaviour in the global market (Jia, 2020). This research will aid in the creation of successful advertising strategies for various audiences in the global marketplace by examining the role of culture in advertising, analysing cross-cultural differences in advertising strategies, investigating the impact of globalisation on advertising, and offering insights for businesses.

Background of the research

Any marketing plan must include advertising, especially when targeting a global audience. Cross-cultural variations in advertising and their influence on consumer behaviour will have grown in importance as a result of the increased globalisation of business and the rise in the number of enterprises expanding their operations to foreign markets. Culture will a significant impact on how consumers behave and how they perceive advertising messages. It affects how people understand symbols and visuals, absorb information, and make judgements about what to buy. In this situation, developing effective advertising tactics requires a grasp of the cultural quirks present in various areas. Cultural variations will have a significant impact on how effective marketing initiatives are, according to studies. People from collectivist societies, for instance, are more likely to respond favourably to commercials that highlight a product's advantages for the community as opposed to the individual, according to studies (Kim, 2021). People from low-context cultures choose simple, explicit ads, whereas those from high-context cultures favour those that use symbols and metaphors to express emotions and sentiments.

The use of language is a crucial component that impacts the success of advertising. The words used in advertisements and how they are utilised can significantly affect how the target audience will interpret the message. For instance, humour, irony, and wordplay will work well in some cultures but not in others due to potential misunderstandings. Additionally, the trend towards globalization's acceleration will have a significant influence on advertising. The demand for developing advertising tactics that can be modified for many cultural contexts will be increased as more businesses expand their operations abroad (Chu et al. 2020). Global brands will emerge as a result of globalisation, and they must develop advertising campaigns that appeal to consumers from many cultural backgrounds while yet upholding their brand identity.

Research gap

There are still considerable study gaps in this field despite the significance of cross-cultural variations in advertising and its impacts on consumer behaviour in the global market. The dearth of research that will look at how cross-cultural variations affect certain products or services is one such gap (Ezzedine et al. 2019). While some studies have looked at how culture affects consumer behaviour generally, a more in-depth study is required to look at how cultural variations affect the efficacy of advertising for particular goods or services. For instance, research will look at how cultural variations impact the efficacy of advertising for fast food, luxury items, or healthcare services.

Conceptual framework

Aims and Objectives

Aim

The aim of this research is to understand different aspects related to cross-cultural advertisement

Objectives:

●      To identify various factors that need to be considered during the development of cross-cultural advertisement

●      To analyse the impact of major factors in developing cross-cultural advertisement

●      To analyse the role of a cross-cultural advertisement on consumers' behaviours

●      To understand the ethical consideration related to cross-cultural advertisements

●      To provide recommendations for enhancing advertisements for attracting consumers from various cultures

Research question

RQ1: What is the role of local influencers in cross-cultural advertisements?

RQ2: How does cross-cultural advertisement influence consumer behaviours?

RQ3: What are the major factors in developing cross-culture advertisements?

RQ4: How cross-cultural advertising can be enhanced to attract consumers from different cultures?

RQ5: What are the ethical considerations that need to be maintained in cross-cultural advertisements?

Literature review

Factors need to be developed for cross-cultural advertisement

Ensuring effective cross-cultural advertisement some of the factors like language, cultural symbols and values, humour, visual imagery and many others need to be considered. The importance of language in cross-cultural advertising cannot be overstated. It will be necessary to refrain from using puns, idiomatic terms, and other wordplay in advertisements in order to ensure their accuracy in translation. The translated text must accurately express the desired content and use a tone and style that are acceptable for the target culture. It could be required to work with qualified translators who are conversant in both the source and destination cultures and languages (Bhandari, and Doval, 2021). diverse civilizations will have quite diverse symbols and values. These must be considered by advertisers while creating commercials. For instance, symbols such as colours, animals, and gestures that are favourable in one culture will be perceived negatively in another. Advertisers should conduct proper studies on the cultural norms and symbols of the intended audience before incorporating them into their advertising. This might facilitate the development of a favourable relationship between the product and the culture of the intended market.

The impact of images and visuals on the success of cross-cultural advertising can be enormous. Images that are acceptable for the target culture and successfully convey the intended message must be used by advertisers. Avoid utilising any potentially harmful or culturally inappropriate imagery. The target audience's preferred visual styles should be investigated by advertisers and included in the commercial. Although humour will be an effective marketing tactic, it can also be difficult to apply in cross-cultural advertising. The sense of humour in each culture varies, thus what is amusing in one culture could not be amusing in another (Ringeval et al. 2019). To make sure that humour in cross-cultural advertising is suitable and pertinent to the target demographic, advertisers must exercise caution. In order to create cross-cultural commercials that are effective, local market research is crucial. The target audience's cultural values, beliefs, and attitudes towards advertising must all be investigated by advertisers. This can guarantee that the commercial is relevant to the target audience's culture and resonates with them.

Impact of major factors in developing cross-cultural Advertisement

It might be difficult to create cross-cultural commercials that connect with a wide range of audiences. However, advertisers will produce advertising that is successful and sensitive to cultural differences by properly taking into account local market research, cultural values, and brand identification (Kumar, 2019). Local market analysis is essential for creating cross-cultural ads. To produce an advertisement that resonates with the target audience, advertisers must comprehend the local culture and values of that group. Understanding the tastes, convictions, and attitudes of the target audience towards advertising is a benefit of doing local market research for advertisers. With the use of this knowledge, adverts will be made that are more likely to be well-received by the target market (Kim, and Kim, 2019). Advertisers can also find any cultural taboos that would need to be avoided in the commercial by conducting local market research.

Another crucial aspect to take into account when creating cross-cultural commercials is cultural values (Gutierrez et al. 2019). Different cultures will have distinctive values that influence how they think and act. To produce commercials that appeal to the target population, advertisers must be cognizant of specific cultural values. The communal advantage of a good or service, for instance, will be highlighted in marketing more effectively than the individual benefit since collectivism is a widespread cultural ideal in many Asian nations (Hackley, and Hackley, 2021). Similar to how advertising that is too arrogant or overly self-promotional will be offensive in some cultures where humility is highly prized.

Additionally essential to take into account when creating cross-cultural commercials is brand identity. While taking into consideration cultural variations, advertisements must be consistent with the brand identity of the commodity or service they are promoting. The commercial shouldn't jeopardise the company's integrity or reputation, and the marketing message should be properly delivered across cultural boundaries (Cynarski, 2020). A premium firm that is known for its high-end items, for instance, should not use humour or imagery that is contradictory to the business's image in advertising.

Role of a Cross-cultural Advertisement on Consumers' Behaviours

Cross-cultural marketing is extremely important in shaping customer behaviour in global markets. When a company enters a foreign market, it is important to be aware of the cultural norms there and adjust its marketing accordingly (Nakayama, and Wan, 2019). Cross-cultural marketing campaigns will introduce a company to new consumers and raise awareness of its goods or services. Particularly in markets where the brand is not well-known, this can be beneficial. The target audience will be persuaded to try the brand's goods or services via an ad that appeals to them. Cross-cultural marketing campaigns that are customised for the local culture can engage the target audience on an emotional level. Advertising that takes into account regional norms, beliefs, and traditions will make the target market feel understood and valued (Abidin et al. 2021). As a result, there will be a sense of brand loyalty developed, which will lead to more purchases. Cross-cultural marketing will also affect how customers feel about a good or service. Culturally sensitive advertising will demonstrate respect for the culture and values of the target market, which will have a favourable impact on how they perceive the company. As a result, consumers will see the brand more favourably and be more likely to make a purchase.

Cross-cultural marketing will also affect customer behaviour by persuading them to do something. Calls to action in advertisements can persuade viewers to enter a store, buy something, or interact with the company on social media (Liu-Thompkins, 2019). This can improve the possibility that someone will make a purchase and foster a bond between the customer and the brand. In the global marketplace, cross-cultural marketing is essential for influencing customer behaviour. Advertisements will connect with target audiences, change the attitudes of consumers, and motivate them to take action by being tailored to the local culture. An effective cross-cultural commercial will support a brand's entry into a new market and help it develop a foundation of devoted customers.

Ethical Consideration in cross-cultural Advertisements

To guarantee that the commercial is culturally sensitive and respectful of the target audience's values and beliefs, ethical considerations must be made while creating cross-cultural advertisements (Shepherd, 2019). The following ethical factors should be taken into account by advertisers when developing cross-cultural commercials. The target audience's cultural differences must be taken into consideration by advertisers. Cultural stereotypes and inappropriate language that can be construed as rude or insensitive should not be used in advertisements. The cultural context in which the commercial will be viewed is something that advertisers should investigate. Advertisements must be translated correctly to prevent misunderstandings or errors that can be insulting or deceptive. Advertisers should collaborate with experts who are familiar with the cultural subtleties of the target language and can guarantee that the translation is accurate (Weismueller et al. 2020). Advertisers are responsible for making sure their adverts abide by all applicable laws and rules. This covers ethical advertising practices, property rights, and regional advertising regulations. Advertisers should conduct due diligence to confirm that no local rules or ordinances are broken by their adverts.

Ads must be genuine and not exaggerate the benefits of a commodity or service. A product or service's possible hazards must also be disclosed by advertisers. This is especially crucial in fields like healthcare and financial services, where deceptive advertising will have negative effects. Advertisers are required to protect the target market's privacy and make sure that any information obtained via the advertisement is utilised responsibly (Ali et al. 2019). Before gathering personal information, consent must be obtained, and the information must be maintained securely. When creating cross-cultural commercials, ethics are a key factor. The translation of the advertisement must be exact, advertisers must adhere to local regulations, they must ensure truth in advertising, and they must safeguard the target audience's privacy (Steenkamp, 2019). By taking these moral factors into account, advertisers will be able to produce ads that are both effective and culturally relevant while respecting moral principles.

Methodology

Research Philosophy

The research philosophy for this project will be a hybrid of interpretivism and positivism. By combining qualitative and quantitative approaches, we can learn more about how advertisements in different cultures affect consumers' choices.

The philosophy of interpretivism acknowledges the significance of individual interpretation and understanding in the study of social phenomena (Pandey, and Pandey, 2021). This method will be used to learn how various cultures influence purchasing decisions. In order to better understand how consumers, interpret advertisements, we will employ qualitative research methods such as surveys. Conversely, positivism places an emphasis on empirical testing of hypotheses and the identification of causation. Cause-and-effect links between advertising and consumer behaviour may then be established and cross-cultural patterns and trends in consumer behaviour can be identified.

This study will shed light on how cross-cultural advertising affects consumer behaviour by merging interpretivism and positivism. Quantitative data will allow for the discovery of patterns and trends across cultural groups, while qualitative data will shed light on the motivations behind consumers' perceptions and actions. It can also create actionable suggestions for advertisers and marketers that want to boost the efficiency of their cross-cultural initiatives, with this method.

Research approach

Inductive and deductive research approaches are the main types which will be used in this research. Both these approaches will allow to conduct of the research in an effective manner so that new theories can be developed based on cross-cultural advertisements along with generalising the old concept effectively. Both these will be considered in this aspect as mixed research methods will be considered for data collection (Smith, 2019). A top-down method to study, deductive research starts with a broad theory or hypothesis and evaluates it using information gathered through observations. In other words, the researcher develops a hypothesis and then utilises evidence to test or support it.

Following the steps of general theory, hypothesis, observations, and confirmation, deductive reasoning is used. A bottom-up strategy known as inductive research, on the other hand, starts with particular observations or facts and then builds ideas or generalisations based on those findings. With this method, the researcher progresses from detailed observations to more general conclusions. The steps of inductive reasoning include observations, patterns, tentative hypotheses, and theories. While inductive research allows for the creation of new ideas and hypotheses, deductive research allows for the testing of pre-existing theories and produces exact findings. In reality, many research efforts combine the two methods, employing inductive reasoning to come up with fresh hypotheses and deductive reasoning to evaluate theories.

Research design

There are mainly three types of research design exploratory, explanatory and descriptive. A study subject or topic is investigated using an exploratory research design. Gaining a basic comprehension of the subject or issue under study is the goal of this strategy. Exploratory research is frequently qualitative and includes the gathering of information through focus groups, interviews, or observation. When little is known about a subject or when it is complicated and calls for a thorough grasp, this kind of study is helpful. To characterise a phenomenon or group, the descriptive research design is utilised. This design aims to describe a population's or phenomenon's characteristics (Mishra, and Alok, 2022). Data gathering for this kind of research is frequently quantitative and done through surveys or questionnaires. When the goal is to find patterns and correlations between variables, this kind of study is helpful.

Finding causal connections between variables requires an explanatory study approach. The purpose of this design is to clarify the causes of certain events. Explanatory research frequently uses quantitative methods and variable manipulation to test theories. When determining cause-and-effect links is the goal, this kind of study is helpful. In this research, descriptive and exploratory research designs will be used for the conduction. Descriptive research design will allow to describe the actual concept of the cross-cultural advertisement so that the aim and objective will be met effectively (Boland, 2020). Whereas, the exploratory design will allow to follow a particular framework based on which the research questions can be answered effectively which will determine the scope of the research. Both this design has been taken into consideration as both primary and secondary data collection methods will be followed for the conduction of the research.

Combining qualitative and quantitative approaches to data collecting, as shown in exploratory and descriptive research designs, yields a more in-depth understanding of the topic at hand. The descriptive design will permit the collection of particular data to explain the phenomenon under study, while the exploratory design will assist in establishing a framework for the research questions. The research will be able to address the "how" and "what" questions of cross-cultural advertising and its effect on consumer behaviour if it combines the two methods.

Ethical considerations

There are several ethical considerations that should be taken in order to ensure that a research study is conducted in an ethical and responsible manner. Ensure that each participant provides informed permission before joining the research. This implies that participants must be fully informed about the goals of the study, the nature of their participation, and any potential benefits or hazards. Make sure that participant privacy is protected and that all data collected for the study is kept secret (Stefanowitsch, 2020). This suggests that all personally identifiable data must be kept confidential and should only be accessible to those who have been granted permission to read it. Ensure that study subjects are always handled with respect and decency. This suggests that participants shouldn't be pressured or pushed into taking part, and they should always have the choice to leave the study at any time. Make sure the data acquired for the study is accurate and hasn't been changed in any way. This suggests that all data should be obtained and evaluated in a transparent and objective manner.

Validity and reliability of the research

The degree to which a research study captures what it set out to capture is referred to as validity. When a research study properly assesses the idea or phenomena that it is intended to measure, it is said to be valid. There are several varieties of validity, including construct, content, internal, and external validity. The degree to which the research design and methodologies utilised in the study correctly assess the research question or hypothesis is referred to as internal validity (Lakatos, and Feyerabend, 2019). The term "reliability" relates to the research study's consistency and stability throughout time and among many researchers or observers. When a research study regularly yields the same results under comparable circumstances, it is said to be dependable. Inter-rater reliability, test-retest reliability, and internal consistency reliability are a few examples of the various forms of dependability. The degree to which many researchers or observers can consistently measure the same notion or phenomenon is referred to as inter-rater reliability.

Primary and secondary data

In this research, a mixed method approach will be used to collect different kinds of data for making the research more effective and reliable. In order to better understand the factors of cross-cultural advertising, a survey will be undertaken, and various materials, such as questionnaires, will be developed. In order to acquire a sufficient amount of data and guarantee the data's veracity, the primary method of data collection will be a quantitative one. Appropriate sampling will be considered as well to make sure the subjects are applicable to the studies (Lakatos, and Feyerabend, 2019). In addition, a qualitative technique will be used to combine various theories and articles from credible sources into the secondary data collection procedure. With this method, both historical information and recent findings can be taken into account. These main and secondary data sources will be used to inform the future trajectory of this study.

Project schedule

Table 1: Time Plan

(Source: Self Developed)

References

Books

Boland, L.A., 2020. Foundations of economic method: A Popperian perspective. Routledge.

Fischer, F., 2019. Politics, values, and public policy: The problem of methodology. Routledge.

Lakatos, I. and Feyerabend, P., 2019. For and against method: including Lakatos's lectures on scientific method and the Lakatos-Feyerabend correspondence. University of Chicago Press.

Mishra, S.B. and Alok, S., 2022. Handbook of research methodology.

Pandey, P. and Pandey, M.M., 2021. Research methodology tools and techniques. Bridge Center.

Smith, L.T., 2019. Decolonizing research: Indigenous storywork as methodology. Bloomsbury Publishing.

Stefanowitsch, A., 2020. Corpus linguistics: A guide to the methodology. Language Science Press.

Journals

Abidin, C., Lee, J., Barbetta, T. and Miao, W.S., 2021. Influencers and COVID-19: reviewing key issues in press coverage across Australia, China, Japan, and South Korea. Media International Australia, 178(1), pp.114-135.

Ali, A., Xiaoling, G., Ali, A., Sherwani, M. and Muneeb, F.M., 2019. Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car. Business Strategy and the Environment, 28(5), pp.833-846.

Bhandari, S.S. and Doval, S., 2021. Ms. Saloni Doval: The cultural influence between India and US when it comes to advertising for the fast food chain. SPAST Abstracts, 1(01).

Chu, S.C., Chen, H.T. and Gan, C., 2020. Consumers engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States. Journal of Business Research, 110, pp.260-271.

Cynarski, W.J., 2020. Problems of Polish Science AD 2020-Case of Physical Culture Sciences. Journal of Advances in Sports and Physical Education, 3(11), pp.207-214.

Ezzedine, K., Ahmed, M., Tovar-Garza, A., Hajj, C., Whitton, M., Pandya, A., Altalhab, S., Seneschal, J., Harris, J. and Taieb, C., 2019. Cross-cultural validation of a short-form of the Vitiligo Impact Patient scale (VIPs). Journal of the American Academy of Dermatology, 81(5), pp.1107-1114.

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Hackley, R.A. and Hackley, C., 2021. Advertising and promotion. Advertising and Promotion, pp.1-424.

Jia, S.S., 2020. Motivation and satisfaction of Chinese and US tourists in restaurants: A cross-cultural text mining of online reviews. Tourism Management, 78, p.104071.

Kim, J., 2021. Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), pp.141-144.

Kim, J.E. and Kim, H.S., 2019. Microbiome of the skin and gut in atopic dermatitis (AD): understanding the pathophysiology and finding novel management strategies. Journal of clinical medicine, 8(4), p.444.

Kumar, A., 2019. Exploring young adults e-waste recycling behaviour using an extended theory of planned behaviour model: A cross-cultural study. Resources, Conservation and Recycling, 141, pp.378-389.

Liu-Thompkins, Y., 2019. A decade of online advertising research: What we learned and what we need to know. Journal of advertising, 48(1), pp.1-13.

Nakayama, M. and Wan, Y., 2019. The cultural impact on social commerce: A sentiment analysis on Yelp ethnic restaurant reviews. Information & Management, 56(2), pp.271-279.

Ringeval, F., Schuller, B., Valstar, M., Cummins, N., Cowie, R., Tavabi, L., Schmitt, M., Alisamir, S., Amiriparian, S., Messner, E.M. and Song, S., 2019, October. AVEC 2019 workshop and challenge: state-of-mind, detecting depression with AI, and cross-cultural affect recognition. In Proceedings of the 9th International on Audio/visual Emotion Challenge and Workshop (pp. 3-12).

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Voyakina, E.Y., 2021. Advertising discourse in the context of foreign language teaching. Вопросы современной науки и практики. Университет им. ВИ Вернадского, (3), pp.103-111.

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Appendices

Appendix 1: Ethics Proposal Form

Ethics proposal form for (Level Six) Undergraduate written projects, Independent Study, Business and community link, and Master s Research Projects and dissertations.

2020/21

You should read the University Ethics Guidance before filling in this form. This is available from: https://www.wlv.ac.uk/research/research-policies-procedures--guidelines/ethics-guidance/ .Once you have completed fully, submit this form to your supervisor for the project you are undertaking. You must also append a copy to your project submission placed as appendix A. Please note that this permission is only concerned with ethical issues and does not indicate anything about the intellectual merit of your project.

(Please add details into the form, you may copy and paste from your proposal).

1. Name:

2. Student number:

3. Email address (this must be your University email address):

4. Subject to which the study will contribute:

5. Name of supervisor:

7. Module Code and Title:

8. Project Title:

A STUDY OF CROSS-CULTURAL DIFFERENCES IN ADVERTISING AND ITS EFFECTS ON THE CONSUMER BEHAVIOUR IN INTERNATIONAL MARKETS

9. I confirm that I have: (Tick to confirm)

a. Discussed my research with my supervisor.

b. Read the Guide to Ethics and consulted the
Ethics Guidance Web pages

9. Which category does your project fall?

Tick as applicable: 0

10. Does your study involve any of the following?

(Please tick ALL that apply.)

Other: please specify (e.g. will your finished project be accessible to the public outside the university?)

11. Brief outline of project.

The purpose of this study is to examine how advertising varies across cultures and how that affects consumer behaviour in global markets. This research aims to offer insights into how businesses will develop efficient advertising strategies for varied audiences by looking at how various cultures react to advertising messages.

12. Methodology.

This should include an indication of:

• Your objective in gathering primary data from participants.

N/A

• How participants will be identified (including sampling method if doing questionnaires).

N/A

• The number of research participants.

N/A

• A sample of questions if conducting either interviews or questionnaires.

N/A

• Expand as necessary

13. Ethical Issues

Give a brief indication of the ethical issues (e.g anonymity, data protection etc) raised by your proposal and how you intend to address these issues.

This research study has been perfromed by mainating confidentiality and priavcy of the ifnromation. The purpose of this study is to examine how advertising varies across cultures and how that affects consumer behaviour in global markets. This research aims to offer insights into how businesses will develop efficient advertising strategies for varied audiences by looking at how various cultures react to advertising messages.

Expand as necessary.

14. Is ethical approval required by an external agency/parents?

Please provide further details.

N/A

15. Is a DBS check required?

N/A

This may be required if the research involves vulnerable groups and/or anyone under the age of 18.

If yes, please attach your disclosure letter.

N/A