Advertising and Promotion in ‘New’ Asia
Introduction
A special issue of Asia Pacific Journal of Marketing & Logistics, Edited by Kim-shyan Fam and Lisa McNeill; Deadline 31 Jan 2008
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Special Issue: Advertising and Promotion in ‘New’ Asia
The Asia Pacific Journal of Marketing & Logistics (APJM&L) announces a call for papers for a special issue on Advertising and Promotion in ‘New’ Asia in 2008. The aim of this special issue is to tease out innovative advertising and sales promotion approaches undertaken by firms to effectively reach their target market.
The Asian market is both a minefield and a honey pot. Asia is a region characterised by many languages, values and religions. With increasing standards of living, the new generation of Asians, unlike their parents, are less concerned with frugality and tradition, instead developing a taste for branded items and luxury goods. Factors such as rising living standards have brought about greater competition in the market place, with small grocery stores uprooted and replaced by international retailers with sophisticated marketing communication techniques. In short, marketing in, and to, this region will be very different in this ‘New’ Asia.
The goal of this special issue is to present new insights into how to communicate in ‘New’ Asia. Topics that would be appropriate for this special issue include, but are not limited to:
- Consumer/Advertiser attitude toward different promotion mixes
- Role of time in media placement
- Strategic and tactical issues in implementation of promotion campaigns
- Effective ethnic advertising/sales promotion campaigns
- Role of children and family in advertising appeals
- Effectiveness of gender related advertising appeals
- Intra-country differences/similarities in advertising and sales promotion campaigns
- Gender roles and ethnicity – impact on advertising and/or promotion
- Targeting of ethnic groups within multicultural societies
- Use of relationships and loyalty in sales promotion
- Consumer decision making and advertising/promotion cues
The above list is by no means exhaustive, and interested authors are invited to consider the fit of other potential topics through discussion with the special issue co-editors.
Prospective authors should consider the unique positioning statement and intended audience of APJM&L. Manuscripts for this special issue should be submitted no later than 31 Jan 2008. The process for reviewing these manuscripts will be similar to that used for previous APJM&L special issues, including the use of several guest editors and a specialist review panel.
Manuscripts should be submitted in electronic format according to the submission guidelines given on the Journal’s web site and addressed to: APJM&L Special Issue co-editors.
Guest Editors:
Associate Professor Kim-shyan Fam, Department of Marketing, University of Otago, kimfam@business.otago.ac.nz
Dr Lisa McNeill, Department of Marketing, University of Otago, lmcneill@business.otago.ac.nz