La pianificazione media in un contesto internazionale
Media planning in an international context

digital

La pianificazione media in un contesto internazionale<br/>Media planning in an international context

Articolo

Rivista

COMUNICAZIONI SOCIALI

Fascicolo

COMUNICAZIONI SOCIALI - 2005 - 1. La comunicazione totale d'azienda nel contesto internazionale

Titolo

La pianificazione media in un contesto internazionale
Media planning in an international context

Autore

Attilio Redivo

Editore

Vita e Pensiero

Formato

Articolo |

Pdf

Online da

01-2005

Issn

0392-8667 (stampa) | 1827-7969 (digitale)

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Descrizione Commenti dei lettori

Media planning is still a mainly local process, but driven the need of many businesses to communicate their brands in a number of different markets and in a coordinated and coherent way, there is a growing pressure to develop international processes. This is a phase of rapid development in terms of organizations operating on the market, in both supply and demand, and also in terms of processes. The major communication groups – by their widespread presence and shared working methods – already offer a homogeneous service worldwide to advertising users who want to communicate globally. The ap- proaches they adopt, however, are still developed locally in relatively independent ways. The means of communication – both publishers and agencies – are becoming structured in this way, even if they appear to lagging, impeded by regulatory, economic and linguistic barriers. Today, it is still dif- ficult to plan internationally and there are numerous obstacles, but the results achieved in the successful cases are particularly rewarding.

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Media planning in an international context