How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marketing Strategies Behind Them / Edition 1

How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marketing Strategies Behind Them / Edition 1

by Jim Aitchison
     
 

HOW ASIA ADVERTISES is the first definitive source book for the region. Divided into 22 categories, the book unravels over 90 of some of the most outstanding advertising campaigns in Asia-Pacific. Ranging from print and television, to direct marketing and transit campaigns, the book covers countries as diverse as Australia, China, Hong Kong, India, Japan, Malaysia,… See more details below

Overview

HOW ASIA ADVERTISES is the first definitive source book for the region. Divided into 22 categories, the book unravels over 90 of some of the most outstanding advertising campaigns in Asia-Pacific. Ranging from print and television, to direct marketing and transit campaigns, the book covers countries as diverse as Australia, China, Hong Kong, India, Japan, Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan and Thailand.

Many of the campaigns are pan-Asian and demonstrate solutions to cross-cultural communications. Others are conceived in Asia-Pacific for international use. Giving a complete rundown of campaign objectives, detailed strategic development, and results achieved, this is the first inside look at the success behind each campaign and the techniques used to transform them into influential tools.

This unique collection of advertising offers:
* Over 90 case histories detailing problems the advertisements had to solve, how the strategic and creative breakthroughs were reached and what results were achieved.
* A wide spectrum of campaigns set in various countries and product categories for easy product comparison
* A complete picture of competitive brand communications in the region.

For the first time, international marketers, brand owners, retailers, advertising agencies, and students of marketing and communications will have access to the complete, contemporary advertising scene in the Asia-Pacific basin - all in a single volume.

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Product Details

ISBN-13:
9780470820551
Publisher:
Wiley
Publication date:
05/23/2002
Pages:
400
Product dimensions:
7.40(w) x 10.10(h) x 1.40(d)

Table of Contents

Preface
Foreword
Introduction
Acknowledgments

Apparel and Accessories
Automotive/Cars
Automotive/Commercial Vehicles
Automotive/Petroleum Products
Banking, Financial Services, Insurance
Beverages
Cosmetics, Toiletries, Personal Hygiene
Fast Food
Fast Moving Consumer Goods
Food, Confectionery
Home Improvement and Decoration
Household Equipment and Appliances
Information Technology and dot.coms
Institutional and Government
Media
Office Equipment and Supplies
Petfood and Accessories
Retail
Services
Telecommunications and Postal Services
Travel and Tourism
Index

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