European union is formed out of different countries in Europe. This market is the economical hum of international market every companies wants to do business in EU. The major factor of advertising in Europe is self regulation. self regulation is the first step towards in advertising strategy. European Union Advertising market is regulated by a set of agencies which work towards the regulation of advertising in Europe. There are three kinds of advertising categorised by this body one is advertise which is normal advertising standardise advertise. Second one is misleading advertise which is in any way wrong description of product or service which is legislated as illegal and last but not least is competitive advertising which compares the product or service with competitor. This paper is aiming at the standardisation of advertising in EU, what are the element which effect it and till what extent it should be standardised.
4.2 Advertising Standardisation:
This is not possible in EU because as mentioned earlier there are several bodies monitoring advertising. So full standardisation is not possible in EU where there are so many legislation to follow as well. If we keep the current economical climate in mind there should be a standardise approach in advertising keeping the cost in mind. All the advertisement should be centralised so it can be controlled in terms of rules and regulations of the EU. Despite of there are several challenges which were discussed earlier should be overcome which are mentioned below.
To overcome this obstacle the approach should be decentralised where local market experienced personal get to work with the centralised team, so every region in EU is covered. The advertising structure should be built in such manner that every region is covered. So that core advertisement is created and passed down to the local staff to finish it with local touch.
Language has to be different according to the area of publishing as EU has a verity of languages. This system is already in place where when an advertisement is created it comes out in every language in EU depending upon place. Talking about Online advertisement every company who does business in EU dose have multilingual websites to be help full to all the consumers. As far as TV adverts goes it can be dubbed or rerecorded in order to be understood by local consumers. over the EU. One more thing should be kept in mind for a company to be consumer oriented should make every effort to reach consumer with an understandable language advert.
4.2.3 Cultural Variety
There are diverse culture living in EU it is not possible to keep everyone in mind when creating an advert in this matter it should be centralised as it has to be regulated by a centralised body. Religion and cultural values should be taken in to account there should be some adaptation include to overcome this challenge as well.
Above augments and explanation globalisation and standardisation concludes that in EU there can be never standardisation applied fully because it is a large diverse area socially and geographically. This area can’t be advertised with full standardisation. But a mix of standardisation and adaptation can be applied into advertising champagne which is cost effective, decentralised, consumer orientate and etc. There would be always cultural difference in every global advertising environment but a good controlled advertising environment gets the job done. So standardisation should be
extended till inner core but the outer core should be handled by local adverting people. So while advertising for a European audience there should be standardisation as well as adaptation because it increases the effectiveness to the advertisement.