Kiss, Bow, or Shake Hands, Sales and Marketing: The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing

WOW FACTOR!

The French government prohibited private advertising on public television (which included every station) until 1968. And recently, President Sarkozy banned ads on public stations again—at least during the evening. Another general prohibition is a “Call now!” phone number displayed in a hard-sell ad. You need special justification to load a phone number on the screen. The French generally resist any hint of being forced or manipulated, and being sold to is equivalent to being told what to do.

And of course, you may never directly denigrate a competitor’s product. Unfavorable comparison advertising is not generally permissible in many parts of the European Union.