Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Global Media Planning and Placement

Global media planning is still a challenge, since the popularity of media channels by country can vary widely, and translation from English to other languages is often poorly done despite the best intentions of translators.

So what are some of the specific regional challenges to media buying outside the United States? Latin America is an extremely difficult region to plan ad campaigns. Though mostly Spanish speaking, the nuances in Spanish can vary quite a bit from country to country. Plus, TV viewership is hard to pin down, and there are few magazines that have any significant circulation, especially business publications. What's more, direct mail is unreliable and costly. Africa is even more difficult. In ...