Theoretical and Practical Perspectives
CHAPTER SEVEN Advertising Media in the International Arena
| 227 →
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 generally 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 Not only is a complete survey beyond the scope of this text, but such information would soon be outdated.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 available to international media planners and to highlight the diversity in the various media environments.
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.