Page 212 - International Marketing

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214 International Marketing BRILLIANT'S

Direct mail is undeveloped where the labour is cheap and abundant
and where it is easy to use a sales person to make sales calls. The
countries with high illiteracy does not prefer this medium for promoting
consumer products. The U.S. is the most developed market for the
advertising medium of direct mail.
6. Outdoor: Outdoor advertising is frequently used overseas because
of the low cost of labour in painting and erecting posters. It includes
posters, bill boards, painted bulletins, roadside and store signs and electric
spectaculars. Impressive size and colour serves well as reminder promotion
for well known products for outdoor advertising. Outdoor advertising is
considered as free medium because an advertiser can simply place its
posters or any available wall, bus stop, shelter, tree or fence without any
payment. The practice also encourages one advertiser to replace other
advertiser's posters with one of its own. Outdoor advertising is very useful
in countries without commercial T.V. (e.g. Belgium).
New technologies have added such design options as back lighting,
projection, Day-Glo paints, three dimensional, extensions, reflective disks,
bows and cutouts. Some advertisers have turned to video bill boards that
can show a twenty second commercial repeatedly.
7. Cinema: Much like outdoor advertising, the cinema is very popular
advertising medium outside of the US. cinemas sell commercial time to
agencies or advertisers. The usual practice is for a theatre to begin its
program with a showing of slides of advertised products and this slide
show is followed by commercials. The theatre may then proceed to show
news reels and documentaries that may contain paid news items such as
a store opening. Then, just before the showing of the main feature, there
are short promotional films or teaser trailers of coming attractions. An
intermission can present another opportunity for advertising.
8. Directories: Directories are books that provide listing of people,
professionals and institutions. The yellow page telephone directories, with
a list of various types of companies are a prime example. Directories may
be sold or given away free of cost. Because the telephone is not widely
available in many areas and the information is not accurate this medium
has been underutilized outside of the US. In some countries, governments
and private entities publish trade directories of local exporters and their
advertisements.
9. Rural media: In marketing to LCDs, marketers must understand
the use of rural media. Mobile units, for e.g. can be sent to areas lacking
access to mass media. Such vehicles can play recorded music and
advertising messages over amplifiers or loudspeakers attached to vehicles
roof tops. A marketer can also attract an audience by arranging for some