search query: @journal_id 1473 / total: 18
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| Author: | Tai, S. |
| Title: | Regionalization of advertising in Asia-agency's perspective |
| Journal: | Journal of Euro-Asian Management
1996 : JUN, VOL. 2:1, p. 56-70 |
| Index terms: | ADVERTISING ASIA AGENCIES |
| Language: | eng |
| Abstract: | The main objective of this paper is to investigate, from the perspective of agency executives, future trends of regionalisation of advertising in Asia. The sample surveyed consists of advertising agencies from four Chinese markets: Hong Kong, Republic of China (Taiwan), Singapore and People's Republic of China (mainland China). In the study, it was found that majority of agency executives recommend on adaptation strategy in these markets and prefer the advertising decision-making process to be decentralised. |
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