Media Planning and Analysis

Tactical Considerations:

Although nearly sizeable nation essentially has the same kinds of media, a number of specific considerations problems and differences are encountered from one nation to another. In international advertising an adviser must consider the availability, cost, coverage and appropriateness of the media. And that constant competitive churn among the media makes for tricky and dynamic landscape in which decisions must be made. For example, billboard ads next to highways cannot include paragraphs of text. Moreover, recent research has demonstrated that media effectiveness varies across cultures and product types. Local variations and lack of market data require added attention. Major multinationals are beginning to recognize the importance of planning communication channels as media companies continue to rationalize and evolve. Indeed, media giants such as Disney and Time Warner cover an increasingly broad spectrum of the electronic media, necessitating that MNCs rethink relationships with media service providers.

1) In Brazil TV commercials are sandwiched together in a string of 10 to 50 commercials within one station break.
2) National coverage in many countries means using as many a 40 to 50 different media.
3) Specialized media reach small segments of the market only. In the Netherlands there are Catholic, Protestant, socialists neutral and other specialized broadcasting systems.
4) In Germany, TV scheduling for an entire year must be arranged by August 30 of the preceding year, with no guarantee that commercials intended for summers viewing will not be run in the middle of winter.
5) In Vietnam advertising in newspaper and magazines is limited to 10 percent of space and to 5 percent of time or three minutes an hour on a radio and TV.


One of the contrasts of international advertising is that some countries have too few advertising media and others have too many. In some countries, certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in radio and television broadcasting. In many countries there are too few magazines and newspaper to run all the advertising offered to them. Conversely some nations segment the market with so many newspaper that advertiser cannot gain effective coverage at a reasonable cost. One head of an Italian advertising agency commented about his country one fundamental rule. You cannot buy what you want.

In China, the only national TV station, CCTV has one channel that must be aired by the country’s 27 provincial / municipal stations. Recently CCTV auctioned off the most popular break between the early evening news and weather a secured year long daily five second billboard ad in this break went for $38.5 million. For this price, advertisers are assured of good coverage – over 70 per cent of households have TV sets. One of the other options for advertisers is with the 2,828 TV stations that provide only local coverage

Cost: Media prices are susceptible to negotiation in most countries. Agency space discounts are often split with the client to bring down the cost of media. The advertiser may find that the cost of reaching a prospect through advertising depends on the agent’s bargaining ability. The per-contract cost varies widely from county to country. A study showed that the cost of reaching 1,000 readers in 111 different European countries ranged form $1.58 in Belgium to $5.91 in Italy; in women’s service magazines the page cost per 1,000 circulation ranged form $2.51 in Denmark to $10.87 in Germany. Shortages of advertising time on commercial television in some markets have caused substantial price increases. In Britain prices escalate on a bidding system. They do not have fixed rate cards; instead there is a preempt system in which advertisers willing to pay a higher rate can bump already scheduled spots

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