Article Abstract:
The Asian travel industry is booming. Fifteen airlines now serve Asia, more quality hotels are being built, and business publications are proliferating and profiting from the travel boom. Marketing research has identified print ads (particularly in newspapers) to be an effective way to reach Asian business travelers. Soft-sell print ads are the most effective. Various advertising campaigns are analyzed, including promotions by Japan Air Lines, Singapore Airlines, Northwest Orient, and United Airlines.
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Article Abstract:
The Latin American Readership Survey (LARS) represents an effort to provide the members of the International Advertising Association with information on the demographic aspects for ad reading by the indigenous and regional populations of Caracas, Buenos Aires, Sao Paulo, and Mexico City. Venezuelans can be expected to consume relatively large quantities of Scotch. LARS will identify similarities and differences in product usage that will provide information to advertisers on lucrative markets.
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Article Abstract:
Video recordings are a crucial component to the effective media mix for any Middle Eastern country. Roughly 82 percent of U.A.E. households, about 78 percent of households in Saudi Arabia, and 71 percent of the households in Kuwait own video cassette recorders. Of VCRs in Arab households, 86 percent are used between three and seven times per week.
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