Question

How do the media options available to advertisers vary in different parts of the world? (Choose two different countries for discussion except for USA) How are marketers utilizing these media options? Specify with examples.

Answer 1

Solution:

The media options differ from country to country because of various legal and regulatory obligations that may not allow all the media platforms to be functional within their country. This is why there are different media options that appeal to the residents of that particular country. These media options can range from print to digital media and their favourability depends on the demographics of the country and the behavior of consumers towards their media consumption.

We consider the case of China where Google is banned. Hence, most advertisers who prefer to advertise through Google or Facebook do not have options to focus on these regions because of the absence of these two media platforms in China. This is why the media that is highly consumed in China will be the most effective medium for the advertisers. Hence, the advertisers can promote TikTok, WeChat and other apps that the Chinese use very often. Hence, this is how different countries have different media consumption patterns.

Secondly we consider the case of India where print media is still widely used as the primary media consumption medium in many tier 3 and below regions which actually constitutes the majority of the India population. The consumption ofprint media has not gone down in these regions because of low and slow penetration of digital media in these regions. This is why more than the digital media print media is more useful for advertisers in these regions to market their products and services through the print media because of its wide consumption by the people.

Thus, advertisers can then understand the consumer media consumption patterns and then deicde on their advertising strategy as to how they will be advertising and the channels to use for the advertising to ensure effective compaign. HEnce, this information helps the advertisers plan their media supply to their consumers.