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

Keywords

advertising | information processing | international context | performativity

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.