Added: 04/30/2006 |
International media planning and buying trendsWith the further consolidation and development of the Global market an urgent need for the global media to support it comes. For many of the Global brand giants, such as Nestle, Nike, McDonald's, Coca-Cola or P&G for instance, presently operate the markets of a great number of countries around the world. Although those markets are situated in different regions of the world, consumers become more and more consolidated in their desire to learn reliable information on products or brands they purchase, and in order to fulfill this need, they resort to various media sources, especially to the Internet.
Consequently, if a company is to be successful in its global product promotions and advertising, it has to do an accurate and adequate international media planning. Today, being a necessity, even the local or national media planning and buying can at times represent an area of many challenges. Far more, the international media planning can become a complicated task for advertisers to accomplish.
In the case of the international media planning, there are not only local, but also global obstacles to deal with, such as language or culture differences. Moreover, in the case of the international media planning, a company has to work with a great number of different media agents or corporations. Nevertheless, over the last two decades certain changes have been made in the area of global communications.
Since the year of 1980 some of the largest media companies from North American as well as from other parts of the world have entered the Global market. If before most of these companies operated the local or nationwide markets of their countries or even regions, now they have made some quite successful attempts to operate the Global market of media communications. Furthermore, as a rule, a large global media company would not only operate one or a few different global media sources, such as the television or radio, but rather consolidate many informational and advertising vehicles, such as the movie production, TV, radio, printed editions, music records, web media, etc.
Time Warner and Disney represent two of the largest Global media companies, which operate the international media market and, certainly, these or other media giants make the process of international media planning and buying a much easier one. Resorting to the services of such media giants or to international advertising and communicational agencies, such as the Omnicom Group, Global advertisers become able to accomplish a more complete and efficient international media planning and buying, and consequently, to carry out better quality international advertising campaigns. In this way, they can provide more complete and comprehensive information, quite reliable and relevant for the local consumers of their products in different regions and countries of the world. Such international media planning and buying can become one of the most significant core advantages for global entrepreneurs over their competitors.
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