1.5 International media planning

Media planning subsumes individual decisions regarding the selection of a basic and an additional medium, i.e. by which way the advertising material should reach the target audience as well as the distribution schedule, i.e. scheduling of television programs or magazines (Sander 1993, p280).

Standardisation of media planning is problematic due to the lack of internationally comparable selection criteria. Particularly the low comparability of the media landscape in Europe is a restraint. Prices, formats, lengths of spots and booking periods as well as customs in sales and booking differ from one country to the other (Landwehr 1988, p50). Legal restrictions in booking the different media on the one hand and the varying media use in Europe on the other hand oppose standardisation. Whether consumers prefer TV or magazines depends on their nationality (Wickmann 1990, p144).

The choice of a key medium is possible on the basis of international lifestyle­ studies because they give useful advices about the media use of the different target groups (Stelzer 1994, p152). However, performance data are lacking for media planning because no international standards exist so far. Therefore, the know-how of local media agencies is still required and process customisation is largely necessary. The following procedures are recommended for international media planning (Streich 1996, p70 ff.):

• International media selection according to advertising objective (frequency, coverage) with regard to distribution schedules and media use:
  • Country-specific identification of a key medium,
    
  • Creation of country groups with identical key media,
• Country-specific distribution schedules according to costs and performance.

The possibility to reach foreign consumers via satellite or cable television is valued differently, because exact reach data is lacking here, too (Streich 1994, p197 f.).
The task of international media planning is repetitive and observable, but the relevant information is not ascertainable because performance data cannot be compared internationally/on an international basis. International media planning thus cannot be standardised yet.