You can't average Asia. Analysis of advertising responses across the Asian markets

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.

You Cant Average Asia

Analysis of advertising responses across the Asian markets

Georgia PhillipsAdd+Impact International Ltd., Australia

The people of Asia are arguably far more diverse than those in Europe. Banks (1996) notes that the cultural differences...