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.
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International Promotion and Advertising
- What is comparative advertising?
- What is local responsiveness?
- What is the Pan-European advertising strategy?
- What are the steps of the communications process and how can cultural differences affect the final message received?
- How can the communications process help an international marketer avoid problems in international advertising?
- What is sales promotion and how is it used in international marketing?
- What are the reasons for pattern advertising?
- How can advertisers overcome the problem of low literacy in their markets?
- Can advertising be standardized for all countries?
- What are some of the major challenges confronting an international advertiser?
- How can a company use a satellite TV and deal effectively with languages, different cultures and different legal systems?
- What is the difference between advertising strategy when a company follows a multi domestic strategy rather than a global market strategy?