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.
Scopus Subject Areas
- Business and International Management
- Creative Strategies
- Hong Kong
- Radio Commercials