Asia Toolkit 2012

Warc Trends: Asia Toolkit 2012: Contents

Chapter 1 – Consumers: The New Middle-Classes
  • Key Insights: The ‘new consumers’
  • Building markets from the ground up
  • TV dominates, with online growing
  • Case study: Intel
  • Implications: Reaching ‘new consumers’
Chapter 2 – Brand Management: Rethinking ‘Glocal’
  • Key Insights: Brand management
  • Local relevance beats global alignment
  • Case study: Maybelline
  • Implications: Global versus local
Chapter 3 – Insight: Cultural Connection
  • Key Insights: Using cultural insight
  • Developing a deeper connection
  • Case study: Cadbury India
  • Implications: Cultural connections
Chapter 4 – Integration: Orchestration
  • Key Insights: Orchestrating media
  • How to use media more effectively
  • ‘Super Bowl, Super Social’ in Asia
  • Case study: I Lohas
  • Implications: Orchestrating campaigns
Chapter 5 – Social Media: Asia’s Networked Consumers
  • Key Insights: Using social media
  • Making friends with social
  • The rise and rise of the social giants
  • Case study: Philips
  • Implications: Better social strategies
Chapter 6 – Content: Brand Journalism
  • Key Insights: Brand journalism
  • Brands take on the role of publishers
  • Case study: Nissan
  • Implications: Using content
Chapter 7 – Effectiveness: Return On Sponsorship
  • Key Insights: Sponsorship that works
  • ‘Fit’ plus activation drive success
  • Spend versus measurement
  • Case study: Hero Honda
  • Implications: Effective sponsorship
Chapter 8 – Adspend: Key Investment Trends
  • Key Insights: Asia’s adspend trends
  • The regional picture
  • TV and online drive growth
  • TV and digital in key markets
  • 2012 forecasts: China, India and Japan
  • Trading conditions in Asia-Pacific
  • Implications: Budget-setting
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