Creative strategies in radio commercials in china and hong kong: A comparison

Wai Sum SIU*, Ida Suk Ling Lui

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    Abstract

    Although radio only holds a marginal share among the main categories, for example newspaper and television, in China's adspend, it is still regarded as an important and useful medium in marketing and advertising in China. This research focuses on the comparative content of the creative strategies of radio advertisements in China and Hong Kong by adopting a previously suggested typology. The research findings appear to suggest that the creative strategies used in radio commercials in China and Hong Kong are different. International marketers should adjust their marketing strategies in response to the specific needs of different consumers.

    Original languageEnglish
    Pages (from-to)83-92
    Number of pages10
    JournalJournal of Marketing Communications
    Volume2
    Issue number2
    DOIs
    Publication statusPublished - 1996

    Scopus Subject Areas

    • Business and International Management
    • Marketing

    User-Defined Keywords

    • China
    • Creative Strategies
    • Hong Kong
    • Radio Commercials

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