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C H A P T E R S E V E N Advertising Media in the International Arena An area that proves to be particularly challenging and often quite frustrating for most international marketers is that of the media function. The basic goals of media planning and purchasing are gener- ally the same whether the planner is operating in New york or New Delhi: to select those media and vehicles that most efficiently and effectively reach the target audience. However, the application of these principles will vary from one market to the next. The intention of this chapter is not to provide an overview of the media situation in each of the numerous markets around the world. Not only is a complete survey beyond the scope of this text, but such information would soon be outdated. rather, the goal here is to outline the media options avail- able to international media planners and to highlight the diversity in the various media environments. NatioNal/local versUs iNterNatioNal MeDia Media planners zeroing in on foreign markets have the option of using national/local media or employing media that cross national borders—better known as international media. Using a combination of the two is clearly an alternative as well. The decision of whether to employ national/local or international media is impacted by a number of factors, including but not limited to: (1) how much centralized control the firm has, (2) what target audience the advertiser is attempting to reach, (3) whether the firm has...