Abstract: A previous article by the same authors traced the growth in advertising in China since the ending of the Cultural Revolution and reported the results of an analysis of advertising that appeared in Beijing during a selected week in October 1985. That paper did not, however, examine the style of these advertisements. This has now been done, using the categories suggested by Kotler, and the findings have been compared with an analysis of sixty-two campaigns run in Hong Kong. Differences between the approaches used in Hong Kong for international, as opposed to local, brands were analysed, and a comparison with some findings on US and Japanese appeals made.
Publication Year: 1988
Publication Date: 1988-01-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 12
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