What special media problems confront the international advertiser?
Media is basically the same in every country, but availability, cost and coverage varies a lot from country to country.
Availability
Some countries have too few advertising media and other have too many. Too few means parts of the market might not be reached, and too many means higher costs in order to reach full coverage.
Cost
Advertising is costly, depending on what type of media is used.
Coverage
Lack of information on coverage, and the difficulties of reaching certain sectors of a population causes problems on coverage.
Lack of market data
Accurate circulation and audience data cannot be assured in many countries.