European Views of Advertising.

This article presents an examination of the attitudes of European business executives on advertising. The author notes that the study was conducted due to a growing concern among American advertisers over how American enterprises that were in competition with a European counterpart were viewed based on their advertisements. The author discusses what some of the areas on interest were related to such as their opinions on advertising's effect upon society and on the prices of goods. The results indicated that European executives believed advertising was essential to business; however, they did show concern over the effects it can have on society. They also believed there should be some form of regulation on advertising.