Exploring The Media Strategy For International Marketers With Small Budgets: A Cross-Country Consumer Perspective

Abstract

This paper reports a cross-country comparative study of the media choices for the marketing of Master of Business Administration education in China and the United States from a consumer perspective. To date, limited discussion in the standardization versus adaptation debate has focused specifically on the issue of media strategy from the perspective of a specific category of international marketers, even though media planning is often the most costly and challenging part of international marketing communication. The current study is an effort to bridge this gap.