In present-day society, there is no doubt that consumers around the world have knowledge and interest in advertising. It is something that has become part of our society and it possesses a "means of contributing meaning and values that are necessary and useful to people in structuring their lives, their social relationships and their rituals." However, there is a difference among cultures concerning advertising. One such difference is between the UK and the US. While in the UK there is a high approval for advertising among consumers, consumers in the United States believe that advertising insults their intelligence. There are seven goals that have been achieved in the UK thanks to account planning: