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Advertising should fit its local rules

出自香港新聞網 - 樹仁新傳系學生實習習作

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Ralph Szeto, CMRS Group, co-founder and Hong Kong Association of Interactive Marketing (HKAIM), chairman, attended to the New Faculty Week of Shue Yan University this afternoon, said that advertisers should stand in the direction of maximizing profits and put aside prejudice to advertise. Any mode of advertising should be adjusted with reference to local rules.

Ralph said that Hong Kong people should cherish the precious freedom of publishing and expression in Hong Kong. Taking the United Kingdom as an example, he pointed out that many countries have a set of laws restricting advertising. Therefore, he thought that Hong Kong people should make full use of and cherish Hong Kong's advantage of restricting advertising, and should not regard freedom as a political tool and infiltrate political elements into advertising, which would bring restrictions and threats to future advertising freedom.

Ralph said that there are a large number of development cities in the Guangdong-Hong Kong-Macao Greater Bay Area, where the economy is beginning to flourish. For the promotion of business, more merchants need advertising, so there are many opportunities. He encouraged young people in Hong Kong to use the advantages of Hong Kong's high quality short film to apply it to the advertisement production of Guangdong-Hong Kong-Macao Greater Bay Area, thereby promoting the development of advertising production business in Guangdong-Hong Kong-Macao Greater Bay Area.

And Ralph said that the advertising methods in Hong Kong and the Mainland are obviously different. Because of the different cultures, they are different for the customer groups. For example, the " Wanghong economy" that emerged in the Mainland, using idol stars or Wanghong to endorse products to attract consumers to buy products, does not play much role in Hong Kong. And the advertising presentation mode in the Mainland is also more direct, and it is rarely used to promote products through the form of microfilm.

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