Global Media Choices (589 words)
• In Germany, radio and TV are significant media channels, with an expenditure of 700 million Deutsche Marks (U.S.$385 million) in 1996.
More and more direct marketers are using radio to reach the U.K. market. Expenditure in radio increased by 113 percent in the U.K. where the weekly reach for all commercial radio is 60 percent of the population.
• DRTV spots can be done in the English language and aired on pan-European stations or country by country in the local langauge. There are over 60 European TV and satellite stations, but they reach only small audiences, explains McConnell.
Cost of access is also a problem and satellite stations are being used off peak, adds Rowe.
• Unlike the U.S., where the U.S. Postal Service has exclusive use of a person's mailbox, most of the world's mailboxes are "fair game". Household delivery services are quite developed in Europe and are used to deliver direct mail, catalogs, inserts and magazines.
• Outbound telemarketing in Europe is more regulated than in the U.S. In some countries, you may only call a consumer if you have an existing relationship. The good new is that the recent deregulation of telecom services in 69 countries will increase competition and lower operating costs.
• A global medium by nature, Internet use in Europe is expected to catch up to the U.S. in the next few years. To date, very few direct marketers outside the U.S. have a Web presence.