One of the issues facing advertisers is which medium or media to use when communicating with global target markets. Discuss how these media differ from country to country, giving examples
What will be an ideal response?
Media availability varies from country to country. Some companies like Coca-Cola utilize every media that is available in a country. The available alternatives can be broadly classified as print media, electronic media, and other. Print media includes newspapers to magazines and business publications with national, regional, or international audiences. Electronic media includes broadcast television, cable television, radio, and the Internet. Other media may include outdoor, transit, and direct mail advertising. Globally, media decisions must take into account country-specific regulations such as in France retailers are banned from advertising on television. Worldwide, television is the number one advertising medium; however, there are some exceptions. In the United States and Japan, television is the number one medium, whereas in Germany newspapers are the leading medium. Therefore, more companies use newspaper as a medium for advertising. Television is also important in Latin American countries. In Mexico, an advertiser that can pay for full-page advertising may get the front page, while in India, paper shortages may require booking an ad six months in advance. In some countries, especially those where the electronic media are government owned, television and radio stations can broadcast only a restricted number of advertising messages. In Saudi Arabia, no commercial television advertising was allowed prior to 1986 and currently ad content and visual presentation are restricted. Also, radio can be an effective advertising media in many countries. The latest trend, however, is to use the electronic media, and, therefore, Internet advertising is gaining popularity at the expense of television and print advertising. Outdoor advertising may also be a major medium of choice in countries such as Russia and India. Cultural considerations are important when selecting the advertising message as well as the media.
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Which aspects of a culture are most difficult for an outsider to observe and evaluate?
A) artifacts B) values C) attitudes D) basic assumptions
Omega Company has the following two customers:
Woodruff Ensley Sales $900,000 $800,000 Cost of Goods Sold 360,000 160,000 MSDA expenses excluding sales commissions 640,000 130,000 If the company pays a 2% sales commission based on revenue, this will encourage a salespersons' efforts to sell to: A) Woodruff, an unprofitable customer. B) Woodruff, a profitable customer. C) Ensley, an unprofitable customer. D) Ensley, a profitable customer.