Asias integration challenge (how integrated marketing and advertising channel planning in Asian countries faces region-specific challenges)
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 11
Hearn G.Admap, June 2011, Volume 46 Issue 6, Start page: 30, No. of pages: 2
Describes how integrated marketing and advertising channel planning in Asia faces region-specific challenges where syndicated media usage products provide the means for extending beyond broad demographic targeting, category usage and very generalized lifestyle and/or psychographic statements. Records that this is sufficient to find broad media touchpoints but is not enough for detailed targeting. Explains that a second challenge is the way marketers and clients are structured, where integrated channel planning requires cross-agency collaboration and involvement of all relevant agencies from the outset. Illustrates these points with particular reference to the cases of Clear shampoo and HP/Intel, which demonstrate that integrated campaigns are possible, but where the advertising campaigns were localized to specific Asian territories, such as China, Taiwan and South Korea, with different actors and styles in each. Includes the account in a special issue of Admap magazine partly devoted to the theme: “Integrated channel planning”.Article type: ViewpointISSN: 0001-8295Reference: 40AN349
Keywords: Advertising, Advertising effectiveness,Advertising media, Asia, Brand management, Marketing communications, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Sales campaigns, Strategic marketing
