Abstract:

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia over the past ten to fifteen years. The impacts of these changes on media are then discussed. This serves to explain why there is a need for primary research into media effectiveness in Asia. The Media Observer technique and theoretical framework is then introduced. In the conference presentation, the final section will be comprised of data from the first Media Observer study in Hong Kong, which is currently being processed at the time of submission of this paper. The Hong Kong data will be compared with norms derived from European Media Observer studies.