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Advertising creative strategies in Asia

Date of publication: June 15, 1998

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Company: Dentsu Macromill Insight

Authors: Fumie Tanaka, Mariko Yasue

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

Author

This is a long description of some author details.

Mariko Yasue

Author

This is a long description of some author details.

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Tanaka and Yasue (1998a, June 15). Advertising creative strategies in Asia . ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/made-in-asia