Media mix, multi-media, media neutral: International

 

Bruno Beltrami, managing director of Publieurope the international sales division of the Mediaset Group, looks at the global/local advertising issues, and explains the 'multi-local' approach developed ...

Stephen White, chief executive of Effective Media Management (EMM), and Charles Dawson, an independent marketing and media consultant, reflect on the risks inherent in managing big international media ...

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisa ...

Discusses the new multicultural nature of American society, and how the Walt Disney company is taking account of this with its media channels.

This paper is based on the recent extreme political and economic uncertainty in Argentina and which presented an opportunity to study the relationship between the public and the media mix in this situ ...

This article, and one to follow in the next issue, are adapted from a scene-setting chapter in the book From Mao and the Millennium: Chinese Television in Transition, edited by Andrew Green, which dea ...

Joe Mandese examines US media expenditure and discovers there has been a marked change with local media making gains at the expense of national media. He suggests that US advertising is more concerned ...

Bella Thomas' analysis of western TV sheds some long-standing myths and has definite implications for marketers. Drawing on a range of different studies, she argues that as a country becomes more pros ...

In a rapidly unifying world where communication is gradually becoming universally homogenous, there remain certain core regional differences in response, rooted in the more robust cultural values and ...

Joe Mandese ponders the implications of the US going to war, and its likely effect on advertising revenues. He examines the effect the early 1990s Kuwait/Iraq conflict had on the US share of globa ...

In this first of a series of articles on media economics Tim Ewington discusses whether the advertising industry is really in recession. He examines data from 16 countries over twenty one years which ...

Peter Fiddick raises the question of the wisdom of the UK Government stating that it would press the US Federal Communications Commission to drop entry barriers. This is related to the publication ...

Describes the current state of television (and some other media) in France. The public sector part of it seems to be in difficulty.

Presents results of a major research study in China, covering not only more cities than before but also the rural areas. Results quoted cover a range of products and media use, with attitudes to livin ...

Irish TV catches up. Ownership of TV sets, video recorders, etc. now almost equals of the UK, and it is one of the most highly cabled countries in Europe. Viewing trends are analysed, and the switch f ...

The next millennium will dawn with the Saudi young people at the helm of affairs of this large and powerful Islamic nation. Today, the young people comprise 62% of the Saudi population, which is growi ...

Describes how advertising and, especially, media buying are organised in Japan. The Japanese advertising industry has resisted Western ideas, although it is slowly changing under the pressure of reces ...

An overview of the prospects for digital TV. Discusses: first steps; regulators; the market; infrastructure; consumers; and whether and how TV consumption habits will change. The difficulty of forecas ...

This study examines the possible influence of market and station variables and whether a TV station manager's personal ethics and social concerns influence the acceptance of AIDS prevention informatio ...

How important are pictures and illustrations in print media advertising of hospitals ? This German study tests a series of hypotheses relating to the noting of various combinations of text and illus ...

Reports a survey of business students' perceptions of the media in three countries (USA, Australia and Taiwan) across four attributes (informative, entertaining, boring and irritating). Newspapers, ra ...

Economic growth in Asia has led to a proliferation in the supply of pan-regional media. Most of these are elitist media targeting affluent businessmen and travellers. The increasing importance of the ...

An account of media in Turkey, against the background of the country's politics: the structure of newspaper, magazine and television industries are described.

How Mexico's largest media owner is coping with the country's economic crisis.

This article focuses on the media scene in the two main Asian regions: ASEAN (Indonesia, Malaysia, Singapore, the Philippines and Thailand) and East Asia (China, Hong Kong, Japan, South Korea and Taiw ...

European integration has wide implications for those in the publishing and media industries. This paper compares and contrasts the media buying practices in four countries - UK, US, Germany and Franc ...

Austria and German-speaking Switzerland are only the largest of several populations outside Germany which share the same language while possessing rich cultural traditions of their own. A number of ot ...

The French speakers of Switzerland and Belgium, less excitable and plainer speaking than their metropolitan neighbours in France, require separate attention both as marketing target groups and busines ...

This paper provides an analysis of the audio-visual media available to international advertisers in Saudi Arabia. Despite the fact that the kingdom's market exhibits various conditions that call for m ...

This paper summarises the results obtained from 3 telephone coincidental studies carried out in the US between 1986 and 1991 for CONTAM - a Committee on Nationwide Television Audience Measurement. Th ...