In the process of globalization many spheres are being changed. Organizations are moving to an international level, attracting employees from all over the world. In this context, intercultural communication skills are particularly valued. An effective way to develop these skills is to study abroad, that is why more and more applicants are seeking this experience every year. This trend has led to a high competition in the education market, which has made it necessary for universities to pay more attention to their advertising campaigns. However, at the moment it is not clear how the university should build its advertising strategy in order to attract foreign students: which channels to use, what kind of information to upload on the official website and how to present it correctly. In this article the criteria for creating an effective advertising campaign of educational services for Western and Asian countries will be studied, the influence of cultural peculiarities on the perception of advertising will be analyzed. On this basis recommendations for creating the advertising campaign on the target markets will be developed.