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How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marke |  |
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How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marke | |
Many of the campaigns are pan-Asian and demonstrate solutions to cross-cultural communications. Others are conceived in Asia-Pacific for international use. Giving a complete rundown of campaign objectives, detailed strategic development, and results achieved, this is the first inside look at the success behind each campaign and the techniques used to transform them into influential tools.
This unique collection of advertising offers: Over 90 case histories detailing problems the advertisements had to solve, how the strategic and creative breakthroughs were reached and what results were achieved. A wide spectrum of campaigns set in various countries and product categories for easy product comparison A complete picture of competitive brand communications in the region.
For the first time, international marketers, brand owners, retailers, advertising agencies, and students of marketing and communications will have access to the complete, contemporary advertising scene in the Asia-Pacific basin – all in a single volume.
作者简介 JIM AITCHISON, an Australian, has worked in Asian advertising for twenty years, most recently as Executive Creative Director of Singapore′s Batey Ads. His many awards include those for work he wrote in Chinese. He is now a full time author. His books Cutting Edge Advertising and Cutting Edge Commercials have become international best–selling titles. He has lectured on advertising creativity for leading companies including ABN AMRO Bank, Mercedes–Benz, Procter & Gamble, Prudential, Reader′s Digest and Singapore Press Holdings, and conducts creative workshops for advertising agencies. He also writes children′s books and humour.
编辑推荐 Review
"Jim Aitchison's new book on "How Asia Advertises" is one of the best books on advertising I've ever read. Instead of focusing on technique and creativity it focuses on problems and strategy. To me, that's what great advertising is all about. It's also what a great book on advertising should be about." -- Jack Trout
Author of Big Brands, Big Trouble, & Differentiate or Die
"A must-read for those who wish to communicate with one third of the world's consumers!"-- Dr Dominique Turpin
Professor of Marketing & Strategy, IMD International (Switzerland)
"Jim Aitchison has produced another superb book which shows that across the region and across all industry categories, creative advertising is successful advertising.he points the way for Asian marketers."-- Kim Shaw Publisher, Campaign Brief Asia
"From Sri Lanka to Australia and from Thailand to China, Jim Aitchison checks out the Asian advertising scene and brings us the cream of the crop. He offers a clear analysis of how brave marketing strategies coupled with bold advertising create great results across the region. From Swatch to Sony, from UNICEF to unit trusts, he touches on marketing problems and solutions inherent in Asian markets and presents excellent case studies. Truly cutting-edge Aitchison stuff!" -- Harmandar Singh aka Ham
Regional Publisher, ADOI Marketing Communications Magazine.
Kuala Lumpur, Singapore, Jakarta
"A rare gem. Analytical and backed by market data to demonstrate ad effectiveness. A must read to those interested in marketing and advertising in particular."-- Ang Swee Hoon
Professor, Marketing Department, National University of Singapore
Co-author of Marketing Management: An Asian Perspective
"Jim unfailingly spots the needs of the advertising industry in Asia and has come up with an indispensable reference source for professionals and students that will serve for many years to come. Every Brand Manager and Marketing and Advertising Executive will learn from this comprehensive and painstakingly collected and concise compendium of the best ad campaigns in Asia." -- Patrick Mowe
Hon Executive Director, Institute of Advertising
"In a world characterized by mediocrity it is difficult to be unique, but Jim Aitchison shows what it takes to stand out from the crowd in the advertising industry. With great insight and clarity he demonstrates how great the contribution of advertising can be in solving marketing problems and building brands in Asia."-- Paul Temporal
Author of best-selling books, Branding in Asia, Romancing the Customer and Advanced Brand Management
