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

Georgia Phillips

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 that exist within Asia are at least as great as between some Asian and Western countries.

The overlay of unique political and economic circumstances on diverse ethnic and cultural bases is well documented (Kushner, 1982). Hundreds of studies have been conducted by sociologists, psychologists, philosophers and market researchers on cultural differences. All confirm that there are huge differences in language, history, religion,...

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