1. International Media
MK0389

2. Aims of the Session To identify global media opportunities
To select and evaluate different media opportunities

3. The media planning process
Communications environment
Target audience
Media objectives
Media mix selection
Buying media
De Pelsmacker, 2005

4. Media Criteria
Media decisions
Reach
Frequency
Impact
Cost
17-4 4

5. Media Availability Worldwide
Legislation on media availability varies from country to country
TV advertising
Norway have a full ban on alcohol advertising
Billboard restrictions
Brazil 2006
Cinema advertising
Restrictions on what can be advertised

6. Media trends worldwide
Source: Euromonitor (2013)

7. Types of Media
Outdoor
Magazines
Newspapers
Television
Cinema
Radio

8. Outdoor Media Includes: Billboards Transit Shop displays
Transit advertising in Eastern Europe is very effective
Restrictions in some countries (e.g. Brazil)
Strengths: high reach, high frequency, location oriented
Weaknesses: Poor perceptions, long production time, difficult to measure ROI

9. Print Media Effective at delivery of a message to the target market
Newspapers
Magazines
Narrow focus
Opportunity for ‘national’ advertising?
Strengths: wide reach, high frequency, flexible, high readership, can be specific targeting (magazines)
Weaknesses: Low attention grabbing opportunities, visual only, reproduction issues

10. Broadcast Media Reaches mass audiences with a comparatively low cost
Allows to add visual and sound features to the message – more effective?
Television – limits on the number of minutes for TV advertising in some countries (e.g. Scandanavia)
Radio
Strengths: high prestige, uses a variety of imagery / sounds, flexible, high reach.
Weaknesses: Radio can be difficult to grab attention with, high level of repetition required.

11. Cinema Cinema advertising has more power than television advertising
Higher levels of attention
Distinctive screen images
Strong communication tool
Low production and transmission costs
Captive audience
Targeted

12. Online Growth of internet worldwide Can be relatively cheap
Opportunity for Viral campaigns
Market segments spending more time online and less time interacting with traditional campaigns.

13. Global Media Decisions
Media Infrastructure
Media infrastructure differs from country to country
Media Limitations
The major limitation in many markets is media availability

14. Global ad spend

15. Mobile ad spend
Mobile advertising is still relatively small—with a total spend of $14.3 billion worldwide this year, or 2.8% of total ad expenditure.
However, it is growing extremely rapidly: 77% growth in 2013, followed by 56% in 2014 and 48% in 2015, ZenithOptimedia forecasts. By 2015, mobile ad spend is expected to total $33.1 billion and to account for 6% of total ad expenditure.
defined in the report as internet ads delivered to smartphones and tablets, whatever their format)

16. The evolution of Marketing Communications
Tradigital
Mass media & targeted
Push orientation
Outbound & inbound
communication
Personalisation & relevance
Networks
Communities
Blogs
Broadcast
Print
Outdoor
Social Media marketing
Dialogue
Participation
Sharing
Content attracts inbound attention
Three way communication
Traditional marketing
Mass media
Push orientation
Outbound communication
Banners
Micro-sites
Source: Tuten & Solomon (2013)

17. Media Spending
Outdoor - important in Japan and South Korea - exposure in large cities
Cinema - Argentina and India where films are popular pastimes
Print - high literacy rates e.g. France, Germany, and Sweden
Radio - lack of opportunity in Europe with government ownership
Television - Strong in USA, Asia, and South America 17

18. Summary Each media type has its own strengths and weaknesses
Media context can have a high impact on effectiveness of advertising
Media infrastructure varies from country to country

19. References
See Recommended Reading List