Worldwide Advertising Media
Worldwide Advertising Media
The international media comprise an extensive mix: • Newspapers. Faster and more efficient circulation is possible with new
technologies, such as satellite printing, which allows advertising copy to be sent by satellite to the printers. Many international newspapers (e.g.
International Herald Tribune, Financial Tirnes,Asahi Shimbun, Wall Street/Asian Wall Street Journal) are printed simultaneously in more than one country. In general there have been enormous developments in local and global press, and more newspapers have gone global to reach specific audiences.
• Magazines. There are some national and international journals which carry ads that target regional, international or global customers (e.g. Fortune, News/week, Time, The Economist). Women's magazines, such as Cosmopolitan, Elle, Vogue and Harper's Bazaar, are printed in different
editions for readers in different target countries/regions. And there are other international magazines such as Reader's Digest and men's magazines like Playboy and Penthouse.
• Proj'essional and technical magazines. In Europe alone, there are more than 15,000 titles, and the number is rising yearly.
• Cinema. This is a relatively popular medium for reaching younger viewers, such as teenagers. In developing and less developed nations, cinema remains important.
• Television. There are few country markets where television is not available or where advertising is not carried via that medium. Satellite and cable opportunities have expanded enormously and accelerated the use of TV for international advertising. A few stations notably, CNN, NBC Super Channel
and Eurosport are wellrecognized international media channels. Other international TV channels include Uow Jones's European Business News, BBC Worldwide, Bloomberg information's TV Europe and NBC's CNBC.
• Outdoor advertising and transport advertising. This medium is used throughout the world. In the western developed markets, advertisers are expanding their repertoire of outside media (e.g. park benches, trucks, taxis, bus stop shelters). This medium is used as an alternative in cases where the product category cannot be advertised on TV, as in the case of tobacco and alcoholic products. In some countries, such as India and the People's Republic of China, outdoor advertising has become more important.
• Interactive communication media. Interactive systems, such as videotex! and payTV, are gaining importance as cable TV continues to develop. Fiance's Minitel, for example, offers over 3,000 different services to subscribers.
816 • Chapter 19 Mass Communications: Advertising, Sales Promotion and Public Relations
• Radio. As a medium for inter national advertising, radio is constrained by availability in the sense that most commercial radio is regional. Radio Luxembourg, the international European station, transmits ads in several languages and reaches the whole of Europe.
• Placebased media. This is a worldwide development and advertisers are increasingly deploying the medium to reach audiences wherever they happen to be at work, the fitness centre, the supermarket, airports and in the aeroplane. The programming and advertising can be produced internationally.
• Trade fairs and exhibitions. These can be costly, but are useful media for
international communications. • Sponsorship. Sponsorship of sports or art events, like the Olympic (lames
and the soccer World Cup, offers vast audience reach. However, sueh global audiences are rare and the effectiveness of the initiatives is not easy to measure.
• Other media. Pointofsale materials are not easy to reproduce internationally. Invariably, they have to be adapted to local conditions, specifically the language, regulations and distribution outlets. Direct mail is used in many countries, but it is primarily a local technique. As postal services van' from country to country, including within the EU, the medium
has yet to be applied internationally. Nonetheless, credit card companies that have an international customer database can exploit this medium for worldwide communications. Online media such as the Internet are gaining recognition and organizations are increasingly investing in this channel
given its potential to reach a global audience (Chapter 22 discusses online
marketing in greater detail). There have been important trends in media development worldwide. Most
notable arc developments in TV and telecommunications. A second force is deregulation, which results in the proliferation of commercial TV and satellite broadcasting. In deregulated central Europe and in Asia, as state control over media relaxes, opportunities open up for advertising. Another development in the 1990s is the emergence of megabrands as a result of merger activities. Such megabrands can concentrate media buying, which in turn influences media devel opment. Furthermore, as more companies seek a panEuropean or global approach to media buying, only large media groups with a broad European or international base, owning a network of media companies worldwide such as Berlusconi, Bertelsmann, TimeWarner and Murdoch arc in a position to nego
tiate at this level and have their own grip on media developments. 25
Parts
» Book Principles Of Marketin Pleased
» I'hrce considerations underlying the
» The Information Technology Boom
» • False Wants and Too Much Materialism
» There is good reason to search a 2.4
» Levi's Strategic Marketing and Planning
» Analysing the Current Easiness Portfolio
» Conflict Between Departments
» Marketing Strategies for Competitive Advantage
» Principal actors in the company's
» • Persistence of Cultural Values
» McDonald's; Breaking into the South African Market
» Analysis of International Market Opportunity Deciding Whether or Not to Go Abroad
» Understanding the Global Environment
» Procter & Gamble: Going Global in Cosmetics
» Sheba: The Pet's St Valentines Day Pedro Quclhas Brito, Universidade do Porto, Portugal
» Individual Differences in Innovativcncss
» Influence of Product Characteristics on Rate of Adoption
» Selling Business Jets: The Ultimate Executive Toy
» • Systems Buying and Selling
» • Strong Influences on Government Buyers
» TABI.EI GOVERNMENT CODES OF PRACTICE IN VARIOUS COUNTRIES
» Qantas: Taking Off in Tomorrow's Market
» • Defining the Problem and Research Objectives
» CLOSEDEND QUESTIONS NAME DESCRIPTION
» Estimating Total Market Demand
» Estimating Actual Sales and Market Shares
» TimeSeries Analysis technology.
» Segmenting International Markets
» • Selecting Market, Segments
» 2 VOLUME BRAND SHARES (%) BRAND SHARE CoffeeMate total: 55.5
» 7 CONSUMPTION BY HOUSEHOLD SIZE (PER PERSON/WEEK)
» Preview Case Gastrol: Liquid Engineering
» Determine the Competitors'Positions One way of defining competitors is to look at
» Communicating and Delivering the Chosen Position
» The Need for Customer Retention
» The Ultimate Test: Customer Profitability
» 1 POTENTIAL PRODUCT FIELDS FOR AN EXPANSION OP THE UNCLE BEN'S BRAND
» 2 VARIETIES OF UNCLE BEN'S FEINSCHMECKER SAUCE
» Federal Express: Losing a Packet in Europe
» Close or Distant Competitors
» • Expanding the Total Market
» • The Customer Service Department
» What Governs NewProduct Success?
» Lufthansa: Listening lo Customers
» Managing Productivity CU _ C7 ^ •
» Mattel: Getting it Right is No Child's Play
» Internal Factors Affecting Pricing Decisions
» • BreakEven Analysis and Target Profit Pricing
» 1 CAR OWNERSHIP ACROSS THE EUROPEAN UNION
» Mobile Phones: Even More Mobile Customers
» Stena Sealink versus Le Shuttle, Eurostar and the Rest
» Preview Case British Home Stores
» • Selecting the Message Source
» Setting the Total Promotion Budget
» Factors in Setting the Promotion Mix
» Integrated Marketing Communications
» Setting the Advertising Budget
» • Selecting Advertising Media
» Standardization or Differentiation
» Media Planning, Buying and Costs
» IBM Restructures the Sales Force
» • Other Sales Force Strategy and Structure Issues
» 5 per cent sales elite apart from the rest is 'an astounding 60 per cent [are] just there for the
» Britcraft Jetprop: Whose Sale is it Anyhow? 1
» 1 COMMERCIAL SUCCESS OF THE JETPROP AIRCRAFT, 1992 NUMBER OF CONTINENT
» 1 PANEUROPEAN CONSUMER GROUPS
» Analyzing Customer Service Needs
» Defining the Channel Objectives and Constraints
» Identifying Major Alternatives
» Designing International Distribution Channels
» Evaluating and Controlling Channel Members
» • Building Channel Partnerships
» The Growth of Direct Marketing
» Customer Databases arid Direct Marketing
» DirectResponse Television Marketing
» Online Marketing and Electronic Commerce
» Germany, the UK and other countries in Europe 1997 to SI.64 billion or 7.5 per cent of global
» • Creating an Electronic Storefront
» • Participating in Forums, Newsgroups and IVcb Communities
» • The Promise and Challenges of Online Marketing
» Roberto Alvarez del Blanco and Jeff Rapaport*
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