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This research examines factors that affect media selection decisions for foreign markets as perceived by advertising executives of U.S. multinational corporations. The main objective is to determine whether cultural factors play a significant role in the selection process.
The study investigates the opinions of 84 advertising executives of U.S. consumer durable product manufacturers. Findings reveal that managers place more importance on general factors (type of product, target audience, budget size, cost efficiency, reach and frequency, and competition) than they place on specific non-domestic factors (media availability, language diversity, legal constraints, level of economy, literacy, and cultural considerations). Findings also suggest that executives tend to be more involved in establishing objectives and budgets than in creative strategy and media selection.
INTRODUCTION
Advertising has always been an integral part of the promotional mix in international marketing. Only in recent years, however, have scholars investigated cultural factors that affect the development of international advertising programs. Because the understanding of advertising is culture-bound, companies that strive to achieve successful international campaigns should recognize specific cultural aspects of every single market. Intense competition for world markets and increased cost of advertising production have led multinational corporations (MNCs) to seek more sophisticated advertising strategies. However, these companies have been confronted with many challenges ranging from choosing appropriate agencies to designing effective messages and selecting the right media.
This study is concerned only with media selection decisions by American companies operating in foreign markets. In focusing on this major element of the international advertising campaign, one can develop a better understanding of whether or not MNCs are considering the dynamics of culture in their media selection.
LITERATURE REVIEW
Much research in the last three decades has investigated creative advertising approaches (message selection) for foreign markets. Such research has centered on whether American multinational corporations should use standardized (universal) or localized (individualized) advertising approaches. Recent studies have concluded that localization of advertising campaigns is gaining more ground than standardization, and international advertising managers are becoming more sensitive to cultural differences in designing messages for foreign markets. (Boddewyn, Soehl, and Picard, 1986; Hite and Frazer, 1988; Kanso, 1992).
Very little research has addressed the issue of media selection, though media are as important as messages. An early study of factors of media selection...