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 journalArticlepeer-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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