An Analysis of the Growth of Transnational Advertising in Five Asian Countries: 1970–1990

Entry and performance of transnational advertising agencies in Taiwan

“…Based on Lo and Yung's (1988), Kim and Frith's (1993), and Cheng and Frith's (1996) studies, a structured survey questionnaire was designed. The questions addressed the transnational advertising agencies' entry motives, media use, employment structure and major clients, and the major problems the agencies encountered conducting business in Taiwan.…”

“…Studies (e.g., Kim and Frith, 1993) show that the long history of TNAAs' involvement in developing countries has been at the expense of domestic agencies. Although this study has not focused on the structural analysis of advertising agencies in Taiwan, statistical data shows that TNAAs' domination in the top ten agencies in Taiwan rose from six in 1988 to nine in 1996nine in (Brain, 1989Advertising Magazine, April 1997: 36-7).…”

“…TNAAs set up branches in Taiwan mainly by buying out existing domestic agencies. In essence, this strategy has been the main method that TNAAs have used to enter foreign markets since the 1950s (Kim and Frith, 1993).…”

“…The purpose of this study is to analyse entry motives, employment practices, major clients and media use of the international advertising agencies, and major problems that these agencies encountered while conducting business in Taiwan. Through the examination of the influx of TNAAs into Taiwan, • Significance of the Study Although the growth of advertising expenditure in Taiwan has gradually drawn the world spotlight, only a few studies (e.g., Kim and Frith, 1993;Tsao, 1996) have looked at the advertising industry in Taiwan. Literature relevant to advertising in Taiwan focuses primarily on comparisons of Taiwanese advertising content with that of other nations (e.g., Zandpour, Chang and Catalano, 1992;Han et al, 1992;Zandpour and Qian, 1992), the comparisons of similar language or culture (e.g., Tse et al, 1989), and the cultural values manifested in Taiwanese advertising over time (e.g., Tsao, 1994;Wang et al, 1994).…”

The siren songs of consumption: An analysis of foreign advertisements in two mainland Chinese newspapers, 1985-1993

“…4. The experiences of multinational advertising companies in, for instance, Southeast Asia (e.g., Anderson, 1984;Frith & Frith, 1989;Kim & Frith, 1993) and Latin America (e.g., Janus, 1980Janus, , 1981aJanus, & 1981bFejes, 1980;Mattelart, 1979: 6. According to Yu (1994), the number of newspapers in China has increased rapidly since 1990.…”