Limitations and strengths of pan-Asian advertising media: a review for international advertisers
L Ha
Economic growth in Asia has led to a proliferation in the supply of pan-regional media. Most of these are elitist media targeting affluent businessmen and travellers. The increasing importance of the Chinese-speaking market spurs the growth of Chinese language pan-Asian media. The emergence of satellite television networks popularises pan-regional media to a broader audience, although its penetration is still small in comparison to local media. When selecting pan-regional media for advertising in the region, advertisers are advised to use data from pan-Asian audience surveys, publication audit...