Broadcast Advertising In Latin America

Designed to meet the needs of international marketers, this handbook covers marketing in Latin America. It explains ways of advertising and marketing, what media are available and the regulations that may apply. Each Latin American country is covered in terms of key marketing parameters such as demographic trends and economic indicators. Contact details are provided for all major advertising agencies, research publishers and trade associations. The handbook is fully indexed and sourced. Countries covered are Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru and Venezuela.

Capture and Retain Your Media Audience!

"Ably edited, this volume offers an unusually wide-ranging collection of well-informed chapters by experts from across the region. For those who want to understand the current realities that shape media performance from the Gulf of Mexico to the Tierra del Fuego, here is the ideal starting-point." Professor Philip Schlesinger, University of Glasgow, UK "For those of us in the area of Latin American studies, this text comes to fill a gap in the field, both in terms of teaching and research." Charles Jones, Centre of Latin American Studies,University of Cambridge, UK "More than an introduction, it provides a comprehensive insight into the modern Latin America media landscape." Ramesh Jaura, Chairman of the Global Cooperation Council and Euro-Mediterranean coordinator of the IPS News Agency The media's role as a mechanism of control throughout Latin America has become increasingly sophisticated. Many repressive elements of the dictatorship periods have remained in place or have mutated into more subtle means of censorship and control. Media owners and political elites are more than keen to use the media's increasingly prominent role in framing politics in the region, in order to pursue their own agenda and interests. This book provides a comprehensive and critical overview of some of the most important media systems in Latin America. Drawing on original and critical essays from some of the most prominent authors in the field, the author approaches the subject with a country-by-country analysis, exploring the most relevant aspects of the media in each society. The essays cover: Media history Organisation The interrelationship of the media and the state Media regulation and policy and ownership Broadcast media Film, music, advertising and digital media The Media in Latin America is valuable reading for students of media and journalism studies.

Media Systems and Communication Policies in Latin America proposes, tests and analyses the liberal captured model. It explores to what extent to which globalisation, marketization, commercialism, regional bodies and the nation State redefine the media's role in Latin American societies.

The conflicts and compromises that accompanied the introduction and growth of radio and television in Latin America are explored in this comparative-historical analysis of the role of foreign influence on Latin American broadcasting. Documented are stories of how radio and television broadcasting developed in Argentina, Brazil, Chile, Colombia, Mexico, Peru, Uruguay, and Venezuela from the early 20th century to the present.