International Media Selection Coverage, context, characteristics, cost ( Morgan 1996) Coverage of which target market? –different decision makers? family.

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Presentation transcript:

International Media Selection Coverage, context, characteristics, cost ( Morgan 1996) Coverage of which target market? –different decision makers? family member - culture job function - industry –different market segment? innovator and early adopters educated, affluent minority

Context: where is it seen? home, commuting, or office? communal: cafes, bars, under a tree? free distribution - hotels, planes how many readers per copy?

Characteristics Newspapers – local, regional, or national Broadcast –number of commercial channels –amount of advertising permittted Outdoor –urban or rural –planning controls on billboards

The local media landscape % of adspend per medium TVRadioPrintOutdoor UK France Germany US Mexico S Korea International Marketing Data and Statistics, Euromonitor (1998) in Terpstra

International Media Target a segment across national borders business, youth, fans, linguistic groups Bulk-buy space Business and news magazines Economist, Time, Newsweek, FT, Wall St Journal International editions International Herald Tribune, Guardian, CSM Magazines Reader’s Digest, Men’s Health, Cosmopolitan Satellite TV and syndicated channels CNN, BBC

Other media Direct marketing (mail, telesales, fliers) –legal? available? acceptable? usual? –centralised mailing or call-centres Sponsorship -association with local team PR- local endorsement & credibility Trade Exhibitions (WTM, ITB)

A final thought on adapting the marketing mix Similarity to home market Control from HQ Local Office Retailers Owned/Franchised High Standardised mix Global brand Pull strategy Low Delegation Sales Agents Intermediaries Client/Joint venture Adapted mix Local brand Push strategy Strategy Marketing run by Outlets Types of Partnership

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