1. 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

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

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

4. The local media landscape % of adspend per medium TVRadioPrintOutdoor UK323614 France3394512 Germany194734 US564392 Mexico6811164 S Korea2844521 International Marketing Data and Statistics, Euromonitor (1998) in Terpstra

5. 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

6. 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)

7. 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