Abstract:

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary. The data also looks at the impact of gender and city on responses within some Asian countries. The analyses are based on response data to a standard set of statements used for thousands of studies spanning a decade. The intent of this paper is to provide marketers with support for the need to adapt ad campaigns to each market.