Beruflich Dokumente
Kultur Dokumente
– Advertising Regulations
– Market Maturity
– “Not-Invented-Here” (NIH) Syndrome
Approaches to Creating Advertising Copy:
– “Laissez Faire”
– Export Advertising
– Global Prototype Advertising
– Prototype Standardization
– Regional Approach
– Pattern Standardization
» Modular Approach
Media Infrastructure
– Media infrastructure differs from country to
country
Media Limitations
– The major limitation in many markets is
media availability.
Recent Developments in the Global Media
Landscape:
– Growing commercialization and deregulation
of mass media
Chapter 14 Kotabe & Helsen's Global Marketing 13
Management, Third Edition, 2004
4. Global Media Decisions (contd.)