Subject Index
 

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. T ...

As if the break-neck growth of Russian TV advertising, and the dominance of sales houses were not enough to cope with, a new law limiting commercial minutage to 15% per hour in 2008 has just been pass ...

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 ...

The authors start by defining global advertising, then describe the process many companies use to make it happen. They conclude that the media is often involved too late in the process, and suggest t ...

The author, from Time International, contends that global advertising can be particularly relevant for business and high-end consumer products. She quotes many examples, and describes how global medi ...

Describes RADAR, a new multi-country study by Initiative Media. This shows how central planning and co-ordination of local communications for global campaigns, is effective, time-efficient and cost-ef ...

Creative and media targeting use different languages, and it is important to clarify this difference to achieve brand coherence. Creative targeting is more than developing advertising content: it is ' ...

Explains why multi-national advertisers need independent media auditors. Illustrated by pointing out very different trading conditions and transparency issues for media in different parts of the world ...

The author discusses global marketing from the perspective of IDG, an international magazine and newspaper publisher and web-site host specialising in Information Technology. He sees integration as t ...

The author, from Hearst Magazines International, describes how his company has developed global business with international brands such as Cosmopolitan.

The demand of the market, especially in the field of cross-national media planning and media selection for editorial or advertising purposes, points to the direction that everyone should have access t ...

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 ...

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondl ...

There is a best planning method for each advertiser across countries, but it must be applied intelligently, adjusting it to the genuine differences between countries. Differences in planning between c ...

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personn ...

The avalanche of information in the media, and in particular in TV, has made the media users demand more and more return on their investments. Today it's a common habit for advertisers with an interna ...

This paper makes a number of predictions about the way in which the European media scene is likely to develop in the 1990's and infers from these predictions the nature of the challenges for media res ...

Discusses international media planning, which up to now has been limited and mainly in print. This is changing rapidly as media develop internationally, ownership of media is concentrated, and with th ...