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Localization, the only way out for Hong Kong advertising industry

出自香港新聞網 - 樹仁新傳系學生實習習作

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The CEO of The Bees Group, KK Tsang, said that Hong Kong advertising industry has nearly no advantages anymore. Localization is the only way out for the industry.

An increasing number of advertising companies are investing in mainland, less focus is put in Hong Kong market. Comparing to the 80s, less experts and professionals stayed in Hong Kong, leading the industry entered the "ice age". Tsang said the only way out for the industry is localization since only Hong Kong people can produce the best advertisement for Hong Kong market.

The advertisement in Hong Kong is very different from those advertising countries, such as Thailand and North America. Tsang said Hong Kong can try to learn from making humor advertisement in Thailand. They have been excellent and being awarded for many times in international advertising competitions. For example, Leo Burnett is one of the best advertising companies in Thailand. Those successful ads can let the audience remember for a long-lasting period.

Tsang did not advocate advertising industry receiving government's subsidy or any kind of help. "Workers of creative industry should be able to save the industry creatively." Problem of the industry are mainly uneven workload and working hours and bonus distribution. As the management of the company, Tsang is striving to change this situation.

Recently there are some good ads broadcasting in Hong Kong. The cross-over of Manning Cat and the famous Korean fitness star Jeong Da-yong was quite successful nowadays. People are willing to search the ending ads for the whole series in internet in order to know the result of the cat. In the past, ads like Titus, starring by Chow Yun-fat, received huge success since the tagline “Forever Love” has hit the heart of many couples. It greatly boost the sale of the watch. --115081 2014年2月28日 (五) 12:13 (UTC)

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