The process of buying creative advertising is often as difficult for marketing clients as it is for
advertising agencies. Clients are frequently risk averse in making decisions about creative …

Creativity widely is acknowledged to be a powerful tool for generating effective advertising
communication, yet little is known about its application in the rapidly changing Chinese …

Marketers in China have long used the government's system of city tiers as a de facto
segmentation tool. Previous research shows that this has led to assumptions on the part of …

This chapter looks at each of these critical factors in turn: the nature and scope of advertising
in China; key influences on Chinese advertising practice; the role of advertising in the …

The notion that advertising sends signals to consumers beyond its observable content has a
relatively long history. Since the 1970s, economists have modeled advertising’s ability to …

Unprecedented technological advancement across the world has seen traditional advertising
struggle to evolve and keep up with the change (Kumar and Gupta, 2016; McCraw, 2016). …

This study examines the future of advertising through depth interviews with eighteen senior
advertising and media professionals in Hong Kong. It questions the definition, role and value …

There is little doubt that creativity is central to advertising practice, yet there is a surprising
lack of empirical knowledge around it. Recent research suggests that creativity, in addition to …

Holy Hypeis a true passion project, based on the lead author’s private collection of over 2,500
religion-related advertisements and other paraphernalia. The authors offer it as a text with …

I am currently doing a PhD in Marketing, which I plan to complete in 2014. My reason for
coming to China at this stage of my research is to meet with advertising academics and …