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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 20-16 President
magazine targets top
Japanese executives
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
The goal of international advertisers is to select media vehicles that reach their target
audience most effectively and efficiently. Media selection is often localized even
for a centrally planned, globalized campaign. Local agencies or media buyers generally
have more knowledge of local media and better opportunities to negotiate rates,
and subsidiary operations can maintain control and adapt to media conditions and
options in their market. Media planners have two options: using national or local
media or using international media.
Local Media Many advertisers choose the local media of a country to reach its
consumers. Print is the most used medium worldwide, since TV commercial time and
the number of homes with TV sets are limited in many countries. Many countries have
magazines that are circulated nationwide as well as national or regional newspapers
that carry advertising directed to a national audience. Most countries also have magazines
that appeal to special interests or activities, allowing for targeting in media selection.
For example, Exhibit 20-16 shows an ad promoting President, which is a
magazine that reaches top executives in Japan.
Although restrictions and regulations have limited the development of TV as a
dominant advertising medium in many countries, it is a primary medium for obtaining
nationwide coverage in most developed countries and offers tremendous creative
opportunities. Restrictions on television may be lessening in some countries, and time
availability may increase. For example, the number of TV stations and television
advertising in Italy have exploded in the past decade since government restrictions
against private broadcasting were lifted. Advertising groups are using economic, legal,
and political pressure to get more television commercial time from reluctant European
governments. The increase in TV channels through direct broadcasting by satellite to
many European households (discussed later in this section) is hastening this process.
In addition to print and television, local media available to advertisers include
radio, direct mail, billboards, cinema, and transit advertising. These media give international
advertisers great flexibility and the opportunity to reach specific market segments
and local markets within a country. Most international advertisers rely heavily
on national and local media in their media plans for foreign markets.