The goal of international advertisers is to select media vehicles that reach their target audience most effectively and efficiently. Media selection is often localized even for a centrally planned, globalized campaign. Local agencies or media buyers generally have more knowledge of local media and better opportunities to negotiate rates, and subsidiary operations can maintain control and adapt to media conditions and options in their market. Media planners have two options: using national or local media or using international media.

Local Media Many advertisers choose the local media of a country to reach its consumers. Print is the most used medium worldwide, since TV commercial time and the number of homes with TV sets are limited in many countries. Many countries have magazines that are circulated nationwide as well as national or regional newspapers that carry advertising directed to a national audience. Most countries also have magazines that appeal to special interests or activities, allowing for targeting in media selection. For example, Exhibit 20-16 shows an ad promoting President, which is a magazine that reaches top executives in Japan.

Although restrictions and regulations have limited the development of TV as a dominant advertising medium in many countries, it is a primary medium for obtaining nationwide coverage in most developed countries and offers tremendous creative opportunities. Restrictions on television may be lessening in some countries, and time availability may increase. For example, the number of TV stations and television advertising in Italy have exploded in the past decade since government restrictions against private broadcasting were lifted. Advertising groups are using economic, legal, and political pressure to get more television commercial time from reluctant European governments. The increase in TV channels through direct broadcasting by satellite to many European households (discussed later in this section) is hastening this process.

In addition to print and television, local media available to advertisers include radio, direct mail, billboards, cinema, and transit advertising. These media give international advertisers great flexibility and the opportunity to reach specific market segments and local markets within a country. Most international advertisers rely heavily on national and local media in their media plans for foreign markets.

Exhibit 20-16 President magazine targets top Japanese executives

International Media The other way for the international advertiser to reach audiences in various countries is through international media that have multimarket coverage. The primary focus of international media has traditionally been magazines and newspapers. A number of U.S.-based consumer-oriented publications have international editions, including Time, Newsweek, Reader's Digest, and National Geographic as well as the newspaper USA Today. Cosmopolitan publishes 29 international editions that reach over 30 million readers in various countries (Exhibit 20-17). U.S.-based business publications with foreign editions include BusinessWeek, Fortune, Harvard Business Review, and The Wall Street Journal.

International publications offer advertisers a way to reach large audiences on a regional or worldwide basis. Readers of these publications are usually upscale, high-income individuals who are desirable target markets for many products and services. There are, however, several problems with these international media that can limit their attractiveness to many advertisers. Their reach in any one foreign country may be low, particularly for specific segments of a market. Also, while they deliver desirable audiences to companies selling business or upscale consumer products and services, they do not cover the mass consumer markets or specialized market segments very well. Other U.S.-based publications in foreign markets do offer advertisers ways to reach specific market segments.

While print remains the dominant medium for international advertising, many companies are turning their attention to international commercial TV. Packaged-goods companies in particular, such as Gillette, McDonald's, Pepsi, and Coca-Cola, view TV advertising as the best way to reach mass markets and effectively communicate their advertising messages. Satellite technology has helped spread the growth of TV in other countries and made global television networks a reality. Global Perspective 20-4 discusses how MTV has become the largest global television network in the world.

Exhibit 20-17

Cosmopolitan reaches women around the world with 29 international editions

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