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Re: Latin/South America Media

Jorge Pedroza (jpedroza@campus.mty.itesm.mx)
6/22/1999 12:02:00 PM 

I think you should plan on a country by country basis (even region by
region).  One thing that I have noticed when foreigners approach "Latin
America" is that they try to understand it as a group of countries lumped
together, and that it is possible to do "pan-regional" marketing.  Nothing,
I think, could be farther from the truth.

For example, Mexico has been traditionally dominated by one television
network (80 share) while Chile breaks its audience among 4 or 5 channels
associated initially with universities.  Contests are hot in Ecuador, while
Brazilian "telenovelas" are big in Central America (to the detriment of our
own Mexican productions).  American TV series are not as popular as my
former American professors used to think when they taught me media planning.
In Argentina newspaper readership is higher than most other countries.  Even
in M=E9xico if you want to reach Guadalajara radio is your best medium,=
 while
in Monterrey the newspaper is king.

The only pan-regional audience could be the upper class, U.S. educated
executives along with their famiies, who are exposed to cable TV and
regional magazines.

Buying could even be more complex, where high discounting (up to 80% of list
rates) might surprise a lot of foreign executives (and if they don't ask,
they are charged the full rate).=20

My best advice could be "go with the locals".  Most major American
advertising agencies have a good grasp of the media market in each country,
and there are media boutiques such as Media Planning, or Universal Media who
might help you find your target within these heterogeneous countries.

 =20

At 08:18 AM 6/22/99 -0500, you wrote:
>
>I need a quick primer on planning and buying broadcast media from Mexico
through South America.  I realize there are major differences in how things
are done from country to country, and I need a working knowledge of
standards and practices throughout the region.  I am based in the U.S. but
one of our clients is about to begin a branding campaign internationally.
So if any of you have any pointers or places to get more information, I'd
appreciate it.  Thanks!
>
>
>Visit http://www.amic.com, the hot site for media professionals.
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Dr. Jorge R. Pedroza
Director
Departamento de Mercadotecnia
Campus Monterrey
Tecnologico de Monterrey
Monterrey, M=E9xico

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Visit http://www.amic.com, the hot site for media professionals.
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