Advertising creative strategies in Asia

Abstract:

This paper gives an overview of consumers' evaluation of TV advertising expression in China and Thailand, and identifies the route and mechanisms which form their appreciation and attitude towards advertising. A number of denominators to increase the evaluation of TV commercials are also shown. TV advertising is especially important for advertisers to communicate their brands to consumers in Asia, given that in most Asian countries the television ownership ratio is over 90%.

Fumie Tanaka

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Mariko Yasue

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