Advertising Effectiveness, So Now We Know

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years.

Advertising Effectiveness, So Now We Know

Tim Foley Optimum Media Direction, Hong Kong S.A.R., China.

ADVERTISING IN ASIA

For the purposes of brevity, the term ‘Asia’ is used frequently in this paper. While there are some significant things that are common across the region, it is important for those reviewing the markets from outside the region to realise the major differences that exist between countries. While Asia is a convenient shorthand for listing the markets, at a strategic and executional level it is important to firmly focus on country by country planning and execution.

As will probably be...

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