U.S. rep explains why decentralized media buying means bad news for all concerned
Article Abstract:
With increasing frequency, U.S. advertisers are having their affiliate offices place advertising overseas. This decentralized placement has become accepted, because local affiliates may have a better knowledge of the local media and be able to obtain better rates. However, agencies that use decentralized placement should reconsider. They should recognize that detailed knowledge of foreign markets - surveys, demographics, and translations - is readily available in the U.S. and that the costs of decentralized placement is higher, since the agency shares its commission with its affiliate. Decentralized placement also decreases control over international advertising, to the detriment of both agencies and their clients.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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International media planners should 'spend time with reps' and learn more about foreign countries and cultures, say experts
Article Abstract:
Complaints by sales reps about international media planners usually point out the planners' lack of knowledge, the high turnover experienced among media planners, , the excessive paperwork required by planners, and the planners' tendency to stick with English language publications. These problems may result from American agencies' structuring of their international accounts with only one planner, which prevents time being spent with the reps. A set of pointers for media planning is given, including: learn the geography, analyze the population, know the climate, focus on vacation times, consider languages other than English for the advertisements, and emphasize the foreign culture in the ad.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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Print, outdoor and video lead Saudi Arabia media mix
Article Abstract:
There are no local commercial radio or television stations in Middle Eastern nations, consequently marketers must look to unique marketing techniques for communication with Arab consumers. There are roughly seven million people in Saudi Arabia, with a projected gross national product of US$ 14,000 for each person. Print advertising represents the major advertising vehicle in most nations in the Middle East.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
User Contributions:
Comment about this article or add new information about this topic:
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