search query: @indexterm HONG KONG / total: 440
reference: 13 / 440
| Author: | Prendergast, G. Man, Y. S. |
| Title: | Perceptions of handbills as a promotional medium: An exploratory study |
| Journal: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 124-131 |
| Index terms: | advertising consumer behaviour telephone interviews Hong Kong China Asia |
| Language: | eng |
| Abstract: | Leaflets distributed by hand, or handbills (hereafter as: h-b./h-bs.), are an advertising form, especially in pedestrian districts with high traffic. This article reports on a telephone survey of 240 randomly selected interviewees in Hong Kong: 174 interviewees (corresponding 72.5 percent) were classified as h-b. acceptors (here as: acpts.), and 66 (corr. 27.5 percent) as h-b. non-acceptors (as: non-acpts). Among the acpts., 71.8 percent actually read the h-bs. In addition, acpts. were more likely to be female, younger, and with secondary or tertiary education. The main reason given by acpts. for taking h-bs. was to help the distributor finish the work promptly. The main reason given by non-acpts. for refusing h-bs. was that the h-bs. are distributed during peak hours, when they are too busy to stop. The acpts. predictably had more favourable perceptions of h-b. attributes than the non-acpts. |
SCIMA