Features and Problems of Advertising Educational Services in the Markets of Different Countries

Today, many organizations are entering the international level, therefore, one of the most demanded skills valued by employers around the world is intercultural communication. An effective way to develop this skill is to study abroad, and every year more students are seeking this experience and the most mobile in this regard are considered to be students from Asian countries. This trend has led to high competition in the education market, which has required universities in recent years to pay more attention to the university's advertising campaign. However, the main problem is that the advertising strategy has to be designed in such a way that it is adapted to a specific culture: its mentality, language and etc. Therefore, this work was aimed at studying the criteria for creating an effective advertising campaign of educational services for Asian countries and analyzing the impact of cultural features on the perception of advertising. The following empirical methods were chosen in order to archive this goal: questionnaire survey of the target audience and modeling a map of the consumer's way. The result of this study is a set of general recommendations for promoting Russian universities in the Asian market, which also includes recommendations for adapting advertising to certain countries.