Marketing in France Report II Essay Example | Topics and Well Written Essays - 500 words

Marketing in France Report II - Essay Example Some countries have banned some or all the forms of alcohol advertising (http://www.bbc.com/news/world-europe-18960770). In France, advertising for any drink that has alcohol content that is above 1.2% is prohibited on television, radio (between 5 pm to midnight, and on Wednesdays) and on print media that are targeted at teenagers and kids (http://www.theguardian.com/media/2001/jul/26/advertising). Advertising is allowed in the remaining printed media, on radio between midnight and 5 pm, billboards, posters, and leaflets. Since 2009, using the Internet was allowed except on websites that target the youth or related to sports (Nic, Gormley, and Usher 61). Given this information, we will gear our advertising more towards internet marketing because of the media restrictions through television. The French government is stepping up its effort so as to gather more of the taxes that owners of TV set are to pay to assist public service broadcasting. This has led to the private TV companies t o respond by increasing up their rates of advertising making the advertising cost high and this contributes towards effective regulation of liquor consumption and moral responsibility (http://www.theguardian.com/media/2001/jul/26/advertising). Overall use of TV for advertising in France stands at 35.4% (Austin, Barnard, Galli and Hutche, 3). The competition between Television stations in France has become intense. TV also has to compete against the other media, i.e. radio stations that are commercial, public sector and the press. At the same time, expansion in the TV sector has led to jockeying for dominating the market so as to win for advertisers and audience. The market in supplying through the TV is relatively open and the costs are lower as compared to the other forms of media. Print media advertisements greatly vary and this depends on the publication, number of insertions, circulation, quantities (if it is flyers, direct mail, handouts,