Page 210 - International Marketing

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212 International Marketing BRILLIANT'S

Types of Media for Advertising
The global growth of advertising industry is directly related to the
development and availability of mass media. To advertise overseas, a
company must determine the availability of advertising media. Although,
nearly every sizeable country has some kinds of mass communication
media in the form of press, television, radio, cinema, outdoor etc.; there
are a number of specific considerations, problems and differences
encountered from one country to another. Mass media are most highly
developed in the U.S. Primarily areas that are of special concern to the
international advertiser include availability, coverage and cost.
In general, the same types of media are available to Indian advertisers
in foreign markets that are available to them in the home market. The
conditions that are different are the variations of development, the quantity
and character of application and frequently the difficulty of reaching and
using them. Practically all the various media, which are available in
international markets are as follows:
1. Newspaper: In the markets which are fairly literate, newspaper
play a relatively more important part in advertising. All the urban areas of
the world, the population has access to daily newspapers. In fact the
problem for the advertiser is not one of having too few newspapers but
rather one of having too many of them. Newspaper in communist countries
are controlled by the government and are used for propaganda purpose.
Many countries have English-language and local-language newspaper.
Some countries have nationally distributed newspapers e.g. in US. The
New York times, USA Today and those distributed internationally are The
International Herald Tribune, The United Kingdom's
Financial Times. Types of Media
2. Magazines: There are varied types of for Advertising
consumer magazines in the U.S in the world. The 1. Newspaper
US magazines segment the reader market in every
convincible manner, there are magazines for the 2. Magazines
masses as well as for the few and select. 3. Television
Although, Foreign magazines are generally not 4. Radio
highly developed in terms of a particular audience. 5. Direct mail
They do not segment their readers as narrowly as 6. Outdoor
US magazines do and they do not have the same 7. Cinema
degree of accurate information about reader 8. Directories
characteristics. This results in duplication which can 9. Rural media
be a waste of promotional effort unless frequency is 10.Internet
the objective. Marketers of international products have