The international media comprise an extensive mix:• Newspapers. Faster and more efficient circulation is possible with newtechnologies, such as satellite printing, which allows advertising copy to besent by satellite to the printers. Many international newspapers (e.g.International Herald Tribune, Financial Tirnes,Asahi Shimbun, WallStreet/Asian Wall Street Journal) are printed simultaneously in more than onecountry. In general there have been enormous developments in local and globalpress, and more newspapers have gone global to reach specific audiences.• Magazines. There are some national and international journals which carryads that target regional, international or global customers (e.g. Fortune,News/week, Time, The Economist). Women's magazines, such asCosmopolitan, Elle, Vogue and Harper's Bazaar, are printed in differenteditions for readers in different target countries/regions. And there are otherinternational magazines such as Reader's Digest and men's magazines likePlayboy and Penthouse.• Proj'essional and technical magazines. In Europe alone, there are morethan 15,000 titles, and the number is rising yearly.• Cinema. This is a relatively popular medium for reaching younger viewers,such as teenagers. In developing and less developed nations, cinemaremains important.• Television. There are few country markets where television is not availableor where advertising is not carried via that medium. Satellite and cableopportunities have expanded enormously and accelerated the use of TV forinternational advertising. A few stations - notably, CNN, NBC Super Channeland Eurosport - are well-recognized international media channels. Otherinternational TV channels include Uow Jones's European Business News, BBCWorldwide, Bloomberg information's TV Europe and NBC's CNBC.• Outdoor advertising and transport advertising. This medium is usedthroughout the world. In the western developed markets, advertisers areexpanding their repertoire of outside media (e.g. park benches, trucks, taxis,bus stop shelters). This medium is used as an alternative in cases where theproduct category cannot be advertised on TV, as in the case of tobacco andalcoholic products. In some countries, such as India and the People's Republicof China, outdoor advertising has become more important.• Interactive communication media. Interactive systems, such as videotex!and pay-TV, are gaining importance as cable TV continues to develop.Fiance's Minitel, for example, offers over 3,000 different services tosubscribers.816 • Chapter 19 Mass Communications: Advertising, Sales Promotion and Public- Relations• Radio. As a medium for inter national advertising, radio is constrained byavailability in the sense that most commercial radio is regional. RadioLuxembourg, the international European station, transmits ads in severallanguages and reaches the whole of Europe.• Place-based media. This is a worldwide development and advertisers areincreasingly deploying the medium to reach audiences wherever theyhappen to be - at work, the fitness centre, the supermarket, airports and inthe aeroplane. The programming and advertising can be producedinternationally.• Trade fairs and exhibitions. These can be costly, but are useful media forinternational communications.• Sponsorship. Sponsorship of sports or art events, like the Olympic (lamesand the soccer World Cup, offers vast audience reach. However, sueh globalaudiences are rare and the effectiveness of the initiatives is not easy tomeasure.• Other media. Point-of-sale materials are not easy to reproduceinternationally. Invariably, they have to be adapted to local conditions,specifically the language, regulations and distribution outlets. Direct mail isused in many countries, but it is primarily a local technique. As postalservices van' from country to country, including within the EU, the mediumhas yet to be applied internationally. Nonetheless, credit card companiesthat have an international customer database can exploit this medium forworldwide communications. Online media such as the Internet are gainingrecognition and organizations are increasingly investing in this channelgiven its potential to reach a global audience (Chapter 22 discusses onlinemarketing in greater detail).There have been important trends in media development worldwide. Mostnotable arc developments in TV and telecommunications. A second force is
deregulation, which results in the proliferation of commercial TV and satellite
broadcasting. In deregulated central Europe and in Asia, as state control over
media relaxes, opportunities open up for advertising. Another development in the
1990s is the emergence of megabrands as a result of merger activities. Such
megabrands can concentrate media buying, which in turn influences media development.
Furthermore, as more companies seek a pan-European or global
approach to media buying, only large media groups with a broad European or
int
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