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039		9	_a201002111801 _bVLOAD _c201002111642 _dVLOAD _y201002111449 _zVLOAD
090			_a659.1095 AIT
100	1		_aAitchison, Jim.
245	1	0	_aHow Asia advertises : _bthe most successful campaigns in Asia-Pacific and the marketing strategies behind them / _cJim Aitchison.
260			_aSingapore : _bJohn Wiley & Sons (Asia) Pte Ltd., _c2002.
300			_axviii, 411 p. : _bill. ; _c26 cm.
500			_aIncludes index.
520	1		_a"How Asia Advertises is the first definitive source book for the region. Divided into 22 categories, the book unravels over 90 of some of the most outstanding advertising campaigns in Asia-Pacific. Ranging from print and television, to direct marketing and transit campaigns, the book covers countries as diverse as Australia, China, Hong Kong, India, Japan, Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan and Thailand." "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."--BOOK JACKET.
591			_dGift Item
650		0	_aAdvertising _zAsia.
650		0	_aAdvertising _zPacific Area.
999			_c14545 _d14545