Advertising clusters in Asia: Beyond borders

This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising.

Advertising clusters in Asia: Beyond borders

Shivkumar MouleeMillward Brown, India

Introduction

The year was 2005. Asia was growing in stature and significance and global brands were keen to strengthen their foothold in Asian markets. The region was acknowledged to be complex and diverse but not much was known about how best to tackle this scale of diversity when it came to communicating with Asian consumers. Further, in an era of global brand footprints and an emphasis on profitability, was there a middle ground between local and regional approaches? Could global brands channel advertising across Asia more efficiently by leveraging...

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