ABSTRACT
Eastern Asia (especially China, Japan and South Korea) is one of the most robust advertising markets in the world. Currently, Japan is the largest advertising market in Asia and the second largest advertising market in the world in terms of advertising expenditure ($37.48 million in 2005). China, with a staggering 37 percent growth in 2004 ($18.96 million), has risen from nowhere to rank second in advertising expenditures in Asia and third in the world (Interpublic Group, 2005). Other places in this area, such as South Korea (35 percent growth in 2000) and Hong Kong (20 percent growth in 2000), also show great promise (ACNielsen, 2000). In fact, some predict that by 2006 Asia may overtake Western Europe as the world's second largest advertising region (Interpublic Group, 2005). Therefore, it has become a pressing issue for both marketers and researchers to understand the effective advertising strategies that can be used in this part of the world.
