Page 211 - International Marketing

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BRILLIANT'S Overseas Market 213

the option to use international magazines having regional editions e.g.
Time Business week, News week and Life. In case of Reader's digest,
local language editions are distributed. Local business magazines (i.e.
national) are a good vehicle to reach well defined target audiences e.g.
Nikkei Business in Japan.
However, for technical and industrial products, magazines can be
quite effective. Technical business publications tend to have international
coverage which range from individual industries to worldwide industrial
magazines covering many industries.
3. Television: TV advertising in markets abroad face two extreme
difficulties i.e. either the programme is all advertising or there is no
advertising. Both these extremes have considerably reduced the
effectiveness. Another cause is the fact that there are fewer receiving radio
or T.V sets in many countries and that government restrictions and
regulations have further reduced their contribution.
4. Radio: Radio advertising retains its status in many countries as
the only truly national medium. It is popular for several reasons such as
radio set is inexpensive and affordable even among poor people. It is effective
medium where the illiterate population is more. As a communication
medium, it is entertaining upto date and portable. The medium penetrates
from the highest to the lowest socioeconomic levels with FM stations,
being preferred by high income and better educated listeners.
Despite of its advantages, in many countries, radio stations have not
become specialized in a particular program format and see no need to be
selective in order to attract the listening audience. The availability of a
radio network is generally limited and an advertiser must use many stations
to blanket the entire market. The listeners keep on changing the stations
during the program breaks and commercial minutes which are so frequent
and numerous.
5. Direct mail: Frequently marketers rely on direct advertising in
media created for that purpose. These media consist of direct mailings
and all forms of print advertisements distributed directly to prospects
through a variety of methods. Direct mail is thus only kind of direct
advertisement medium, which is in turn a part of general advertising
media or the promotional methods or direct marketing. Of course the
use of direct mail is not limited to just direct marketing. Direct mail
generally accounts for a major portion of direct marketing advertising
expenditures. Most of the reports on direct marketing campaign do not
provide a detailed breakdown of the advertising expenditure accounted
for by media other than direct mail.