Concept information
Preferred term
global media
Definition
- the aggregate means, carriers, or channels of communications through which global advertisers get their messages to their intended audiences in international markets; there is considerable variation from country to country when it comes to media availability and effectiveness of advertising, so advertisers must adapt their message to these different markets and communication channels. [Source: Dictionary of Marketing Communications; Global Media]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/global_media
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