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Article: Improving media decisions in China a targetability and cost-benefit analysis

TitleImproving media decisions in China a targetability and cost-benefit analysis
Authors
Issue Date2005
PublisherME Sharpe, Inc. The Journal's web site is located at http://www.mesharpe.com/mall/results1.asp?acr=joa
Citation
Journal Of Advertising, 2005, v. 34 n. 1, p. 49-63 How to Cite?
AbstractThis study examines two central issues underlying effective media decisions in China. We pay particular attention to the issue in reaching China's upscale and status-seeking consumers and the cost/benefits of so doing. In this study, we analyzed syndicated secondary data involving 48,000 respondents in 15 cities in China, and compared the extent to which television, newspapers, and general and special interest magazines reach particular consumer segments effectively. The study then used a second database containing cost information on media vehicles, and compared their efficiency in reaching segments of upscale/status-seeking consumers in China. As hypothesized, and in accord with findings in developed economies, we found that magazines have the highest targetability among the three most popular mass media. Among special interest magazines, fashion magazines are significantly more costly to advertise in, while they reach the same income segments as travel and business magazines. The implications of these findings on advertising research and practices are discussed. © 2005 American Academy of Advertising. All rights reserved.
Persistent Identifierhttp://hdl.handle.net/10722/85974
ISSN
2015 Impact Factor: 2.288
2015 SCImago Journal Rankings: 1.349
References

 

DC FieldValueLanguage
dc.contributor.authorHung, Ken_HK
dc.contributor.authorGu, FFen_HK
dc.contributor.authorTse, DKen_HK
dc.date.accessioned2010-09-06T09:11:22Z-
dc.date.available2010-09-06T09:11:22Z-
dc.date.issued2005en_HK
dc.identifier.citationJournal Of Advertising, 2005, v. 34 n. 1, p. 49-63en_HK
dc.identifier.issn0091-3367en_HK
dc.identifier.urihttp://hdl.handle.net/10722/85974-
dc.description.abstractThis study examines two central issues underlying effective media decisions in China. We pay particular attention to the issue in reaching China's upscale and status-seeking consumers and the cost/benefits of so doing. In this study, we analyzed syndicated secondary data involving 48,000 respondents in 15 cities in China, and compared the extent to which television, newspapers, and general and special interest magazines reach particular consumer segments effectively. The study then used a second database containing cost information on media vehicles, and compared their efficiency in reaching segments of upscale/status-seeking consumers in China. As hypothesized, and in accord with findings in developed economies, we found that magazines have the highest targetability among the three most popular mass media. Among special interest magazines, fashion magazines are significantly more costly to advertise in, while they reach the same income segments as travel and business magazines. The implications of these findings on advertising research and practices are discussed. © 2005 American Academy of Advertising. All rights reserved.en_HK
dc.languageengen_HK
dc.publisherME Sharpe, Inc. The Journal's web site is located at http://www.mesharpe.com/mall/results1.asp?acr=joaen_HK
dc.relation.ispartofJournal of Advertisingen_HK
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.titleImproving media decisions in China a targetability and cost-benefit analysisen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0091-3367&volume=34&spage=49&epage=63&date=2005&atitle=Improving+Media+Decisions+in+China:+A+Targetability+and+Cost-Benefit+Analysis%27en_HK
dc.identifier.emailTse, DK: davidtse@hku.hken_HK
dc.identifier.authorityTse, DK=rp01100en_HK
dc.description.naturepostprint-
dc.identifier.doi10.1080/00913367.2005.10639186-
dc.identifier.scopuseid_2-s2.0-18744363966en_HK
dc.identifier.hkuros105367en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-18744363966&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume34en_HK
dc.identifier.issue1en_HK
dc.identifier.spage49en_HK
dc.identifier.epage63en_HK
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridHung, K=15769295600en_HK
dc.identifier.scopusauthoridGu, FF=8341699100en_HK
dc.identifier.scopusauthoridTse, DK=7101916504en_HK

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