A global campaign : comparing and contrasting advertising between the United States and the European Union

Abstract

The United States and the European Union play an important role in the global marketplace. Their customs and culture have been relayed through advertising for years, but this has not come without growing pains. The purpose of this research is to further illustrate and convey the major differences and similarities between United States and the European Union advertising efforts and how it affects the way multinational corporations advertise their products. There are many issues with global advertising, and history has shown a number of highly critized mistakes made by international corporations. The research from this paper will be used to show the major similarities and differences between the two regions and demosnstrate how proper marketing research can affect advertising.