Publications

Publication details [#49624]

Hu, Guang-shiash. 1998. Entry and performance of transnational advertising agencies in Taiwan. Asian Journal of Communication 8 (2) : 100–123.
Publication type
Article in journal
Publication language
English
Place, Publisher
Routledge

Annotation

This study explores the entry motivation, ownership and employment strategies, main clients and problems, and media use of transnational advertising agencies in the Taiwanese market. It also discusses an enhanced advertising practice exchange among Taiwan, mainland China, and Hong Kong.