- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 8: Media May Be Global, but Is Youth?
Media May Be Global, but Is Youth?
In 1983, Theodore Levitt wrote in a celebrated article, “The globalization of markets is at hand.”1 Well, now it is here. Its advantages are obvious and can be summed up as “economies of scale.” The impact of globalization on the media has meant that not only are the same movies and television programs available simultaneously in many countries, but more and more people are able to receive international media brands delivered by satellite (such as CNN and MTV) or buy international publications that are produced in different languages (such as Reader's Digest, Vogue, and Cosmopolitan). Manufacturing companies operating in several different countries can at least consider using the same or similar advertising ...