The Role of Global Media in the Global Marketing Mix

The author, from Time International, contends that global advertising can be particularly relevant for business and high-end consumer products.

The Role of Global Media in the Global Marketing Mix

Promoting universal brand awareness and support for local marketing initiatives

Penny Scott Time International

Global marketing has evolved from a centrally mandated message handed down to the regions – where it often has little resonance – to a highly decentralized local message that varies widely around the world. Today, many companies are following a third option – a combination of both strategies. Global media are an important element of this mix, a platform for promoting the brand on a global basis and valuable support for local marketing activities.

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